How a poolside moment reignited this luxury brand
Our job was high risk and could either alienate his audience or help elevate their experience and with millionaire pound properties and contracts on the line we had to get it right.
Interior specialists MYO were no stranger to Black & Ginger. In fact we had worked with Phil 8 years prior on his first interior project, but things had moved on and now was time for change.
MYO, as specialists in interior design here in the North West, deals in the best products and with top tier clients, footballers, celebs, professionals – people that demand excellence and detail, and thats why they go to him.
Our job was high risk and could either alienate his audience or help elevate their experience, and take them along with his brand journey. With millionaire pound properties at stake, we had to get it right.
After our initial discovery workshop, we could understand more where the client wanted to position the studio, who’s his customer was, and deep dive into the personality, characteristics of his audience. What may resonate and what would wouldn’t. When our clients are in session, pulling images from our media wall, we always say a no-go is as useful as a yes-please. The more ’no’s’ the better.
Following a full digestible report, our creative team got to work exploring graphics and various narratives. Things were going well, with some lovely ideas that felt expressive and ignored the right space, but nothing that had completely landed.
Several weeks later we caught up with the client for a general catch up. It was in this meeting he mentioned a small detail that would later change our course of creative strategy.
“When we design rooms for our clients, we often play back their interests and hobbies throughout the design.”
Phil May – CEO
On first account this didn’t really land, well we heard the words, but it hadn’t manifested into anything useful.
However after a chance trip to France during that summer, I had a fresh thought. I remember coming back and with the feeling of nostalgia, romance, family and freedom. A feeling that in its own way felt priceless – in some way the purest of luxury.
Time with family and those moments, despite how much wealth we have or don’t have, can be the markers of real wealth, a grounding leveller that anyone can believe in.
From that point our inspiration wasn’t about high end joinery or fancy sofas, but about experience, human experiences that felt more precious than gold.
Combining moments and stories of nostalgia, personal letters, favourite tales and musical lyrics, we could create custom stories for each client. Brand ownership vs a brand that dictates, is a very powerful thing. When you’re invested into a brand, it’s more valuable than any transactional marketing campaign, you have them – as they have you.
This was the break through we needed. My design team pulled together type treatments and imagery. Colours soon followed and the brand was becoming to live. It was rooted in truth, and feeling. Where may competitors where telling a story of glitz and glam, we were telling the story of moments – living the moments, in a place where you live out those moments… your home.
Picking up on a small nuance in a conversation and listening, is an art. Small details can change everything.
To see the full case study visit
https://blackandginger.com/portfolio/myostudio/
Human brands for humans.
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