Here at Cornell we love working with creative clients so when Ulster Carpets approached us to bring a brand new carpet range to life we couldn’t wait to get started.
Ulster Carpets are an international trendsetter when it comes to carpet with designs adorning some of the most exclusive hotels, casinos and residencies on both land and sea. Following on from the successful branding of their nature inspired Terraen range, Ulster Carpets once again approached Cornell to bring a new range to life.
The new range was a new eclectic contract stock collection featuring six contemporary designs in 21 colourways, designed exclusively to meet the ever varied demands of the international hospitality industry. All the neutral palette that was being used throughout the collection tied in with modern fabric and wallpapers while the experimental colours add a flash of a difference and accent for those who seek something different.
Ulster Carpets required strong branding that highlighted the distinct differences between the six contemporary designs and 21 colourways in the new collection while retaining an overall continuity. This would then form the basis of a comprehensive marketing campaign that could harness the growing importance of digital alongside the more traditional forms of print media.
- Brand identity for a new range and the 6 individual contemporary designs.
- POS including product folders and brochures
- Animations for social media
Armed with a well written brief (and samples of the new range) we were approached to start the process of name generation and brand creation for an eclectic contract range designed exclusively to meet the varied demands of the international hospitality industry.
The initial naming process was a challenge as we grappled with various options that would capture the inspiration of six contemporary designs and 21 colourways that were guaranteed to complement any commercial setting. We unanimously decided on “Vescent”, shortened from the term “effervescent” which captured the reactive process and energy release that inspired the organic and structured designs.
After settling on a uniquely created and distinctive font for “Vescent” we turned our attention to brand creation for the six designs – Linea, Arbor, Nebula, Calx, Vapor and Nexus. The collection of three structured and three organic designs lead to the creation of six very different logos each designed to capture the essence of the individual range designs. Each was smart, modern, unique and of course stylish. Once we had the collection branded we turned our attention to the launch material.
We used our wealth of print knowledge to design and develop a unique brochure and product folders that would house both design swatches and collection brochure for sales purposes. Once all the elements were in place we developed a collection of eye-catching graphics and short animated features which were teased and released into the market in a timely fashion to ultimately help Ulster win the Creative Marketing Initiative Award at the 2019 Wool Carpet & Rug Awards.