Giving a luxury lighting brand an elegant identity.
The Challenge
Chelsom’s sub brand, HOME by Chelsom, aims to target the top 50 luxury architects, interior designers, and specifiers of the UK residential marketplace. Refinery were tasked with creating a new brand identity for HOME by Chelsom that would appeal to their audience.
The Idea
Firstly, Refinery looked at SKIL’s audiences and divided them into two categories – pragmatic pros and DIY enthusiasts. With these audiences in mind, we crafted a ‘Knowledge is Power’ positioning for SKIL’s relaunch. This line celebrated SKIL’s intelligent power and intuitive performance while acknowledging the know-how that SKIL tools and their users bring to every job. Backed by SKIL’s 100 years of experience, this line suggests that choosing SKIL’s high-quality tools is the savvy choice.
The Execution
After establishing the ‘Knowledge is Power’ positioning, we crafted a new tone of voice that spoke directly to our audience, always leading with the benefit SKIL tools can offer them. To ensure SKIL stood out, we carved out an attention-grabbing new look and feel using bold colours and textures.
