An upscaled evolution

Sparks renamed and rebranded The Wedding Present Co. in 2017. They came back to us for an update after the brand’s parent company added to its portfolio of wedding list providers.

The Wedding Present Company - An upscaled evolution
The Wedding Present Company - An upscaled evolution

OPPORTUNITY

A refreshed focus

The Wedding Present Co. has been a mainstay of the gift registry market since 1994. Often thought of as the wedding world’s “best kept secret”, those in the know consider it the only option for a first–rate gift list experience. 

We began working with the brand in 2017, when it was known as Wedding Presents Direct. Armed with a new name and a new visual and verbal identity, and The Wedding Present Co. went from strength to strength. 

When its parent company acquired another wedding list service – bringing the total in the portfolio to three – The Wedding Present Co. team saw an opportunity to develop  the brand. 

The challenge? To distinguish it from its sister companies, and focus on a specific slice of the market – an affluent audience looking for a luxury service.

REVIEW

Return to the drawing board

Like the first time, we kicked off by speaking to customers. Over a series of telephone interviews with recent clients, we were able to dig into what people love about the brand – and why they had chosen it over options. 

We also worked with the company directors to understand the nuances of The Wedding Present Co.’s offer compared with the other portfolio companies. 

 

 

 

 

The themes that emerged told a story of a sophisticated and aspirational brand, delivered by a team who go above and beyond to provide an exceptional experience. While most other gift registries go after the mass market, the dedicated service and expertise found at The Wedding Present Co. places it in a more premium space.

 

 

 

 

Design

Impeccably understated

 

Premium brands often fall foul of appearing unapproachable and snobbish. A simple and friendly tone of voice was key to avoiding this for The Wedding Present Co.

We began by updating the brand foundation: a clear verbal brand based on the core idea of “tailored expertise”. The brand characteristics – expert, bespoke and warm – reflect the company’s distinctive combination of aspiration and approachability. 

Another common mistake brands make when they want to appear more premium is to embellish their design. But less is more. The strongest luxury brands show confidence through simplicity, and the Wedding Present Co. is no exception. 


 

 

CREATE

Creating consistency

 

With the new verbal and visual brand set, our next step was to update the marketing materials.

A key asset remains their customer brochure: its design needed to carry the new brand and the language needed to be elevated to reflect the new premium look and feel.

We redesigned the website in the same pared back, understated style. The site still reflects the personal service clients receive in The Wedding Present Co. showroom, while a more muted colour palette and formal typography style add a touch of luxury.

Behind the site is a sophisticated integration with the company’s warehouse, so clients can see the live status of their gift list.

It was a real joy to work with a client who understands and appreciates the value of evolving their brand – and to revisit and refresh a brand we know so well.

 

 

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