Repositioning a trade success story for a retail market

Having seen great success selling to trade customers, Balmoral Textiles sought to relaunch their brand to a previously neglected retail audience—alongside an aggressive new marketing strategy.

Awareness of Balmoral Textiles’ Infinity Collection of fabrics had outgrown that of the parent brand. This was one of my first experiences working on a brand with architectural issues.

I explored the history of the company to uncover valuable insights to inform the strategy, as well as to discover how the Infinity Collection had grown in recognition.

I spoke to leadership, customers, and employees to form a well-rounded picture of the brand.

Employees in particular enjoyed this research phase, admitting they had felt unheard and pushed around for many years.

A bold approach that focused on individuality and expression was the solution.

Product photography across the industry often lacked human (or pet) subjects, so I placed them front and centre.

I identified and customised a typeface that harked back to the golden days of the textile mill.

To maintain brand recognition, I retained the previous brand colour, expanded the palette, and introduced contextual colour usage.

Unfortunately, factors outside of the business led to a shake-up within the leadership team at Balmoral Textiles.

While the new leadership team was incredibly complimentary of the work, they decided to focus on the trade brand and revisit this repositioned brand in the future.