Halstock are joiners, cabinet makers and craftspeople who make bespoke furniture and interiors of unparalleled quality.

Of course, such quality doesn’t come cheap, and Halstock’s brand has to justify its deserved price tag at every touchpoint. 

They knew the current brand wasn’t  doing this. Before approaching us, Halstock were sometimes perceived as too expensive when compared to competitors — an injustice, considering Halstock are the best in the business.

To remedy this, we repositioned the brand, turning it into something every bit as inspiring, exciting and smart as the people behind it.

Switching focus

Having got to know the Halstock team through a series of strategy workshops, one thing became clear: they’re a humble bunch.

They might be craftspeople of exceptional skill, but they often emphasised their processes, budgeting and time-keeping — all good stuff, but a little shy of the drama and beauty of their end product.

It was our job to switch their thinking a little, focusing more on the incredible creations they make than on the processes they use to make them. 

A key deliverable for Halstock was a proposition that sums up the promise they bring to their clients, whether they’re interior designers, architects or the end user themselves.

Art works

To establish this shift in thinking at the heart of the brand, we gave Halstock a Creator archetype. 

This was inspired by none less than Leonardo Da Vinci. Da Vinci was an inventor, an engineer and a perfectionist. He used his analytical and enquiring mind to create works of timeless art. 

Halstock work the same way. Through precision, clever thinking, experimentation and a dedication to beauty, they create jaw-dropping interiors that leave people astounded. 

Inspired by Da Vinci and our Creator archetype, we underpinned the brand with a central proposition: 

We make any space a masterpiece. 

Setting the tone

We also took Halstock through the rest of our ‘soul-searching’ brand position model. 

Based on the Creator archetype, we crafted a mission and vision that emphasises the importance of what they make and how they make it. 

Then we put together tone of voice guidelines that champion the use of creative language without compromising clarity, effectiveness and the welcoming nature of the people who make Halstock what it is.

The result

Finally, we created Halstock’s new visual identity. 

While the design had to echo the high-end nature of the product and audience, our new Creator spirit saw us introduce evocative new colours, typography and imagery that celebrate the majesty and the minutiae of Halstock’s work.

Halstock are now armed with an intriguing brand story that celebrates who they are, what they do and how they do it. We’ve given them an ownable identity that makes them modern yet timeless, creative yet cultured. 

And sat at the heart of all this is a Da Vinci-inspired Creator brand that does the business, its people and its products full justice.