Fraser Hart & Fields

Bringing crystal clear focus to two of the UK & Ireland’s biggest high street jewellers

In the competitive retail environment brands need to work hard to stay connected with their customers. A reinvigoration of Fraser Hart & Fields’ brand identities was required, pushing aspirational aesthetics and focusing on their passion as an organisation. A comprehensive set of guidelines helped manage the new identity across offline and digital spaces.

Designer shopping bag

Restructuring the brand architecture and refining the identities for both Fraser Hart and Fields, brought clarity and confidence to their multi-channel offerings.

Deliverables
– Brand Foundation
– Brand Identity
– Brand Guidelines and Digital Style Guide
– Brand Collateral Update
– Art Direction
– Social Media Templates and Motion Design
– Website Design

Fraser Hart & Fields Logos
Mobile design
Store signage with brand marque spark pattern in recess

At the most fundamental level, Fields and Fraser Hart’s role is to inspire customers. To be the spark of inspiration at key milestones in their lives. 

Accordingly the new brand marque was constructed from 7 individual sparks, each representing one of the brand’s personality traits: enthusiastic, generous, commited, empowered, creative, helpful and empathetic. The brand marque worked alongside the logotypes and could be used in combination or independently depending on the format and requirement.

Brand Guidelines cover
Guidelines spread
Guidelines plan view
Guidelines plan view

The project touched on all areas of the brand identity including signage, packaging, stationery,
social and online. A comprehensive set of guidelines cemented the brand values, tone of voice, visual identity and art direction style, ensuring all identity elements could be consistently produced and delivered.

Mobile site image
social media templates
homepage examples
grid of icons
Shopping Bag
Thank You Cards
Billboard
brochure 2.jpg

  • “Neil has been instrumental in shaping and elevating our brand's identity with his superb design direction and creative insights. His communication skills are excellent, making collaborations seamless and productive. We've consistently found him to be reliable and flexible, expertly balancing creative vision with practical execution to help us achieve our business goals. We consider Neil to be a key creative resource for our business and look forward to working with him on future projects.”

    Edith Foley, Digital Director Fraser Hart & Fields

Store signage with brand spark patterns

Store photography by www.randrstudio.co.uk

If you’d like to discuss improving the impact and memorability of your brand get in touch.

neil@harrisondesign.uk
+44 (0)77601 50101

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