Symphony Group PLC is one of the UK’s largest suppliers of fitted kitchen, bedroom and bathroom furniture. Under license, they also manufacture the Laura Ashley Kitchen Collection and Fitted Bedrooms and also have a suite of their own branded collections that are available through hand-picked, specialist, high street retailers.
The Gallery brand is one of their much loved collections and was in need of a refresh to make it rise in a crowded market place characterised by ‘sheds’ (large DIY stores) and smaller brands. Our natural instinct was to try and understand the strength of the Symphony brand in the retail sector and further, how best to position Gallery within the retail landscape and within the wider collections.
We started with an in-depth retailer survey and six visits to key retail customers across the UK to understand the challenges that we all faced. This market intelligence allowed us to make recommendations to reposition the Symphony brand in the retail landscape and also craft a beautiful new brand for Gallery. We designed a suite of collateral including a collections brochure, options brochure, retailer wiro-bound options brochure, mini-collections brochure suitable for posting and a tactile point of sale.
We launched all of the new materials at Symphony’s head office in the presence of TV chef Peter Sidwell and a host of hand picked retailers. The feedback has been unanimous and extraordinary.
“Hello Vivid, I just wanted to drop you all a note to say thank you for your time, effort, creativity, organisation and patience! The new Gallery main brochure and Options brochure have arrived on my desk and look fantastic. The whole team…described them as excellent.”
“I am delighted with the way that Vivid have approached our project and delivered an outstanding collection of inspiring marketing materials. Gerry and the team have taken the time to understand our customers and our goals of this brand re-design project and we couldn’t be happier with the outcome. Vivid have project managed the whole process smoothly, including when we have introduced late changes and alterations. I’d highly recommend Vivid and look forward to future projects with them.”
Symphony – Head of Marketing