The start of something new

Wedding Presents Direct is a wedding gift list service established in 1994. They came to Sparks with questions about their brand identity and name. They wanted a new look, but were unsure of the direction.

The Wedding Present Co. - The start of something new
The Wedding Present Co. - The start of something new

Opportunity

The start of something new

They knew they were much more than just an online gift list. But what did their audience really think? And what will new customers most value? We commissioned a survey that would give us a sense of how Wedding Presents Direct was being perceived. Both by existing customers and with complete strangers.

The survey showed that their visual identity and name were no longer communicating well to their audience. We needed to reestablish a clear brand foundation, and create a visual identity that would strengthen the essence of who they are.

Review

A personal service

We began with the basics, and worked with the company directors to understand what makes their Wedding List service distinct from other providers. Themes emerged quickly. They’re boutique. They’re experts, full of experience. Their service is flexible, and free. Their showroom is fun. We distilled three possible positioning statements, but all agreed it came down to one word, “yours.” Wedding Presents Direct is devoted, thoughtful, flexible. It’s “curated for you.”

With the brand foundation established, our next challenge was the name. The survey showed 83% of people either disliked or felt indifferent towards it. Worse, they associated the word “direct” with cheap, or impersonal. The exact opposite what Wedding Presents Direct is about. We looked for something descriptive, yet classy. After exploring many options we settled on “The Wedding Present Co.” A small change, a big impact. 

Design

Formal, friendly and flexible

At this start of this stage we ran with a visual workshop. We looked at the logos of brands that conveyed similar values. Devoted. Thoughtful. Flexible. We explored visuals related to “presents” and “wedding.” We got a sense of what the team liked and disliked, but more importantly, what represents their character best. Then our team got to work, exploring visual directions. The core of the visual identity is a word mark which combines elegant serif typography with handwritten elements to reflect the personal nature of the service. The word mark can be personalised with the couples first names and date of their wedding – truly “yours.” A new name. A new visual identity. Their essence, clearly communicated. 

Create

Tailored and Thoughtful

A large part of the rollout was the design and development of a new website. The aim is to better reflect the personal service received in the showroom. Couples work with a consultant to start their list, and later finish it at home – the functional experience needed to be as good. With over 16,000 products and administration tools to create and facilitate lists, the website guides the couple and their guests through the process in a logical, clear way.

We designed the front end to have an open and relaxed layout. Using large lifestyle images of their showroom, clear typography and watchable videos explaining the details and benefits of the service. A blog page connects users with stories of high profile marriages, top trends, and inspiration for anyone planning a wedding or looking for the perfect gift.

See the new website here.

We applied the new visual identity to their brochure, developing a minimal magazine layout to enhance the sense of a calm, stress–free experience. Branded shopping bags, delivery boxes, thank you notes and candles now each reflect the essence of The Wedding Present Co.

 

Illustrations were developed to reinforce the personal and bespoke nature of the business.

Impact

  • There are no words to justify how grateful we are for all your hard work on this project. It was a huge project and you took it on with grace, patience and ambition. We are so pleased with the final result, it’s everything we could have hoped for and more.

    Georgie Evans, Web and Marketing Manager
  • Sparks' main strengths are that they listened to what we had to say and understand what we needed. They really got our offering and why we do what we do. The new branding is a reflection of this. I couldn’t be more thrilled with the website and the branding has been really well received.

    Jim Dundas, Founder