Gaskell Wool Rich

An insight into how we help this charity bring the Bible to life for every man, woman and child in over 200 countries.

Gaskell Wool Rich is expert name in wool loop pile carpets. Gaskell is a brand with a long heritage with a passion for beautifully crafted carpets that are by their very nature sustainable – being a natural product it is much kinder for the environment than man-made products. Bob Design and Marketing was approached by Gaskell to refresh the brand identity.

Assessing and Refreshing the Brand Identity

Gaskell Wool Rich supplies high quality wool loop carpets into the residential and refurbishment markets. There was a feeling internally that Gaskell’s products were more suited to the premium market and that it should champion its more expensive products. However, Gaskell has a product range that can suit different price points, so it was identified that they can target consumers and interior designers with smaller budgets as well as those with larger budgets. Historically, Gaskell Wool Rich has not marketed to the consumer and have focussed on the retailer, supplying them with sample displays, sampling, a dedicated B2B website and a team of sales reps for them to contact. The risk of this route to market is that the retailer has a lot of influence over which product the consumer buys, as such, they needed the brand to be more consumer focussed to create consumer interest and demand rather than relying on the retailer to sell for them. Our task was to re-design the brand to make it fit for purpose. Gaskell Wool Rich needed to raise brand awareness in these segments to try and encourage demand pull, rather than solely targeting the retailer and relying on them. We created the revised identity to reflect the target markets to present a very sophisticated, polished and stylish brand presence.

Assessing and Refreshing the Brand Identity

Gaskell Wool Rich supplies high quality wool loop carpets into the residential and refurbishment markets. There was a feeling internally that Gaskell’s products were more suited to the premium market and that it should champion its more expensive products. However, Gaskell has a product range that can suit different price points, so it was identified that they can target consumers and interior designers with smaller budgets as well as those with larger budgets. Historically, Gaskell Wool Rich has not marketed to the consumer and have focussed on the retailer, supplying them with sample displays, sampling, a dedicated B2B website and a team of sales reps for them to contact. The risk of this route to market is that the retailer has a lot of influence over which product the consumer buys, as such, they needed the brand to be more consumer focussed to create consumer interest and demand rather than relying on the retailer to sell for them. Our task was to re-design the brand to make it fit for purpose. Gaskell Wool Rich needed to raise brand awareness in these segments to try and encourage demand pull, rather than solely targeting the retailer and relying on them. We created the revised identity to reflect the target markets to present a very sophisticated, polished and stylish brand presence. Our new brand approach cleaned up the central brand logo to ensure it was both well executed and used consistently. We introduced a new extended colour palette to give the brand a more flexible style and we created a set of photographic styles to help the brand with the communicate its values around lifestyles, interior design or sustainability.

"The thing I love about Bob is their creative bandwidth, lightning speed and a client focus that’s second to none."

Brand and Marketing Manager, The Bible Society

"The thing I love about Bob is their creative bandwidth, lightning speed and a client focus that’s second to none."

Brand and Marketing Manager, The Bible Society

Getting Gaskell Ready to Roll Out

Once the brand identity had been developed we were tasked with creating a comprehensive set of identity guidelines to ensure that the brand was ready and fit for use internally and by third party users once the roll out began. At Bob Design and Marketing we are experts at advising and developing brand guideline documentation and we worked with Gaskell to devise the precise requirements for the brand, which we presented in two distinct parts: firstly the 'Elements' that comprised all of the core brand identity assets such as logo, strap line and colour palette; and secondly 'Application' which demonstrated how the brand is used, with examples of items from stationary through to social media and retail displays.

Getting Gaskell Ready to Roll Out

Once the brand identity had been developed we were tasked with creating a comprehensive set of identity guidelines to ensure that the brand was ready and fit for use internally and by third party users once the roll out began. At Bob Design and Marketing we are experts at advising and developing brand guideline documentation and we worked with Gaskell to devise the precise requirements for the brand, which we presented in two distinct parts: firstly the 'Elements' that comprised all of the core brand identity assets such as logo, strap line and colour palette; and secondly 'Application' which demonstrated how the brand is used, with examples of items from stationary through to social media and retail displays.

Applying the Brand

With the new identity in place it was crucial that the brand was presented accurately as it entered into the public domain through retailers and online. Bob worked with Gaskell to decide on a series of brand applications that would be the most likely touch points. These we set to work on, creating template styles for everything from price lists to product labelling, point of sale to sample binders. The new signature style of Gaskell was applied carefully throughout with monochrome hero photography providing the brand with a calm sophistication. A secondary colour palette consisting of a set of suitably subtle, muted shades of Gaskell Red, Gaskell Green and Gaskell Earth allows the brand to be more flexible in its visual approach, for example in digital applications, where email marketing makes use of these colours to give weight and emphasis to a range of content items while retaining on overall sense of reflection and calm.

Applying the Brand

With the new identity in place it was crucial that the brand was presented accurately as it entered into the public domain through retailers and online. Bob worked with Gaskell to decide on a series of brand applications that would be the most likely touch points. These we set to work on, creating template styles for everything from price lists to product labelling, point of sale to sample binders. The new signature style of Gaskell was applied carefully throughout with monochrome hero photography providing the brand with a calm sophistication. A secondary colour palette consisting of a set of suitably subtle, muted shades of Gaskell Red, Gaskell Green and Gaskell Earth allows the brand to be more flexible in its visual approach, for example in digital applications, where email marketing makes use of these colours to give weight and emphasis to a range of content items while retaining on overall sense of reflection and calm.

Ready to start your next creative project?

Email us or call our design team on 0117 973 9326.

Email us

Ready to start your next creative project?

Email us or call our design team on 0117 973 9326.

Email us