Fraser Decor
Full Brand Launch Showcase
Fraser Decor aims to tell a client’s story through the design of their interior spaces. The objective is to create a fun and enjoyable process that results in a collection of the client’s greatest loves.
The Challenge
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Encapsulate the business philosophies
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Keep the design versatile and functional
The Strategy
When owner, Jill Fraser of Fraser Decor, reached out to us about her interior decorating business, we were immediately captivated by the brand's bold energy. Words like fun, dynamic, modern, unique and of course stylish communicated the core truths of Fraser Decor’s staging services.
We developed the “Affordable Style,” strategy centred around the brand’s ideal client -- the time-strapped 40-something professionals with families, who are quality conscious, have a reasonable amount of disposable income and appreciate the value that hiring a design professional brings to their lives.
Fraser Decor aims to tell a client’s story through the design of their interior spaces. The objective is to create a fun and enjoyable process that results in a collection of the client’s greatest loves. Fraser Decor, wants you to love your home again by surrounding you with quality, not clutter. Reinforcing the mandate of, ‘Buy It Once, Buy it Right.’ Fraser Decor’s practicality and resourcefulness, achieve creative solutions and an elevated style for unique living spaces.
The overall style direction placed an emphasis on cool tones and clean lines to convey a sharp and bold aesthetic. We looked to incorporate, the universal principle that often guides both home decor and identity design: less is more. By focusing on a thoughtful reduction of elements to reach simplicity and a contemporary design style that offers a great amount of versatility, a lasting appeal was achieved. Because nothing you like ever really goes out of style.
The Result
The identity focused on layering, practicality and resourcefulness to achieve creative solutions and an elevated style. The brand is efficient, credible and elegant, aiming to transform spaces with the aesthetic and philosophy of less -- resulting in so much more.
The ‘collected’ monogram was developed by stacking squares and rectangles to depict beauty and function resulting in abstract letterforms of ‘F’ and ‘d’ to represent the brand initials. The ‘d’ doubles as the letter ‘J’, a personal nod to the owner’s first name, Jill. The sans (serif) typography contrasts with its dynamic modulation of thick and thin strokes keeping the wordmark purposefully tailored. The slanted lowercase letter ‘o’ was styled to inject a bit of approachability and friendliness. The harmonious blend of complementary colours; blue, greys and orange, emanates a fresh and modern feel. The hints of blue-grey represent a calming brand, one that is timeliness with an air of sophistication.
You really understood the message, I was trying to convey... and I loved your vision and strategy. This collaboration has been effortless and fulfilling!
The Takeaway
With Fraser Decor's brand strategy in place, each touchpoint rolls out with purpose and consistency. They now feel confident that their brand resonates with their market, and effectively communicates their design and styling services.