Mark Russell Leather

Understanding a luxury brand with the view to leveraging its brand strategy and design.

+2.5m

£24K

6 MONTH EMAIL ROI

GOOGLE AD IMPRESSIONS

OUR INVOLVEMENT

Brand Strategy
Brand Identity
Web Design
Social Media Management
Email Marketing
Google Ads
Content Creation
Influencer Marketing

CLIENT OVERVIEW

Mark Russell Leather creates superior leather accessories by marrying great design with exquisite craftsmanship. Their ambition and long term goal is to grow their reputation for fine heritage and experience, to become the go-to company for luxury leather accessories in the UK.

Mark Russell came to us in search of an agency that understood luxury brand positioning and British Heritage brands, with the view to leveraging their brand through strategy, design & product price pointing.

The client wanted to reposition and elevate their brand to reflect the quality of product and expertise and establish the brand as a leader in luxury leather accessories in the UK. An established family business known for traditional values, they wanted to modernise the brand perception through contemporary design and likewise reach a new audience and potential client base through social media.

01 / BRAND STRATEGY

To effectively position the brand’s USPs of quality, design and craftsmanship as a “Made in England” brand, we recommended a refresh of the brand’s identity, to reflect these values and align more with their target audience.

We carried out a full brand strategy, which enabled us and the client to identify their core values, brand positioning, tone of voice and value proposition. The research also defined their market position, competition and gave clarity on target audience personas, their preferences and how to reach them.

In-line with this new brand identity, we gave a new creative feel to the brand, which included a sophisticated, contemporary colour palette of cream, sea blue, cobalt and navy, to reflect their core values of British heritage, tradition, exclusivity and luxury.

These guidelines have helped the client clarify the experience and personality behind the brand and ensure consistency and a cohesive approach across all their communications.

02 / SHOPIFY WEB DESIGN

As all company sales are generated on-line, the client chose to invest in a new eCommerce website that was attractive, reflecting the new visual branding and that had all the functionality required for the next phase of the business growth. The client wanted a website where clients would spend more time browsing, in turn increasing the number of purchases from new and return buyers. We implemented a Shopify website that would deliver all these features and make the on-line shopping process easy and seamless for customers.

Mark Russell now has a strong brand identity that reflects the company’s values and can be used effectively and consistently across all communications. His brand has direction, focus and a sense of place that can be applied to all business goals and objectives. The visual consistency has helped build brand awareness on-line and create impact across social media platforms to reach the desired audience.

03 / BRAND IN ACTION

When one is crafting luxury products of the highest quality as the foundation of their business, packaging and marketing material needs to reflect this to enhance the customer’s experience.

Style is personal, even more so when it can be personalised, and that is what Mark Russell Leather offers customers. Through use of a brand pattern and sub-mark logo, as well as contrasting brand colours, we created an array of aesthetic packaging materials.

Whether in-person on their trade stand, or online orders, all products and postage will be delivered displaying the brand’s identity to enhance their industry reputation.

04/ SOCIAL MEDIA

Our social media team created a solid strategy to build an online presence, drive consistency and increasing engagement, turning followers into customers.

The brand values come through across all social platforms and are strengthened through quality visuals and photography that reflect the luxury and superior quality of Mark Russell Leather’s products.

In line with the brand’s visual identity we created custom highlight icons for the Instagram page, further enhancing the brand’s visuals and creating an easy user experience.

Our initial task was to deliver a solid content strategy that highlighted our 3 main content pillars; latest products, about the brand and high quality always.