Urban Collection, Rebrand, 2022
Urban Collection, an exclusive brand of Harrisons, is a New Zealand-based home textile company specialising in high-quality curtains. The brand's previous identity was outdated and no longer aligned with the quality and style of the products it offered.
In my role, I conducted extensive market research to redefine the brand’s architecture and ensure it resonated with the target audience. This research informed the design of a new logo that accurately reflects the brand and can be effectively applied across both print and digital media.
Additionally, I carried out in-depth trend analysis within the interior design market, providing valuable insights that guided the development of new, trend-focused designs and products for Urban Collection.
In order to uplift the brand, I designed moodboards that will be included in a product booklet as ‘postcards’. These help to inspire the customer and connect our brand with current trends. It also advises what products have been used to complement the ‘looks’
NOUGAT NEUTRALS I A clean and uplifting palette of neutrals pairing softened creams, mushrooms, pops of marigold and muted shades of olive.
DESERT HAZE I Reflecting wild landscapes and eroded rock face, Desert Haze pairs rich tones of terracotta, iron, dune and woodsmoke. Pair with charcoal tones such as Vermont in Storm or textural sands such as Cove in Natural for a striking finish.
MONOCHROMATIC MELODRAMATIC I Monochromatic tones of slate, coal and stone pair with modern chocolatey hues to create a warming palette that invigorates the senses. Add hints of gold for an element of luxury.
COASTAL GRASS I Invigorate the senses with Coastal grass, a tranquil palette composed of seaside blues, birch, sand shell and mineral green. Pair with light tonal textures such as Dune in Bone or Finlay in Mineral.