Independent retailers are under increasing pressure from the high-street chains and internet giants like Amazon and Ebay. Many of them are going out of business.
Ian Retallick set up Specialist Retailers to help coach these business owners out of this problem. His aim is that they can own their niche and become renown for their specialist knowledge, service, stock, experience and unique offerings. The end game is that they can become ‘destinations’ with loyal customers and fans.
Ian had a business card but not much else in terms of branding and its design was traditional to the point of being a little dated.
He loves blue, so that had to stay but we managed to persuade him away from his favourite royal blue to a more contemporary teal.
THE ‘DIAMOND’ STANDARD
We developed a logo that played on the ‘quirk’ and individuality of independent retailers, using the diamond as an icon of excellence.
The strapline is a rally to not only inspire customers and lead the market to success, but also to inspire staff and lead them to succeed.
For the social media icon, we isolated the diamond symbol (right).
The language of retail
We designed Ian’s new business cards square and slightly larger than normal business cards to help them stand out.
A hole punched in the corner made them look like ‘swing’ pricing tickets, echoing the language of the retail world. Rotating everything by 45 degrees kept the ‘diamond’ idea going.
This infographic for Ian’s ‘five steps’ method also tied into retail imagery and used his entire brand palette.
We even designed a shopping bag and used it for the brochure front cover. That 45-degree angle used again, gave a dynamic effect throughout the publication.
A landscape format gives the finished product a more luxurious, unusual look. This again echoes Ian’s message to his clients about standing out to differentiate yourself. Photography featured specialist retailers giving the kind of service and attention to detail you just cannot get online.
Ian loved the finished results.
“Our new brand and brochure have arrived! They look incredible. Thank you, Sapna, Esme and the team at InnerVisions ID for making it happen. You were excellent at helping me to identify my core strengths and values and then communicating that in a way that helps to attract quality customers. People are always so impressed when I hand over my card or brochure! Thanks again.”