Tara Crystal Chandeliers

Role

Brand strategy / Identity / Art direction

Scope / Year

Strategy, identity, website, photography & film

Credits

Brand strategy, creative direction & design: Calvin Doyle.

06 / Overview

Bringing the heritage and craftsmanship of a second-generation lighting business into its brand.

An identity shaped by craft.

Tara’s identity and website did not convey the quality and detail of its chandeliers.

Build the direction around what was already there: family heritage, specialist knowledge and the care involved in making the work.

I led the strategy, identity and art direction, shaping the presentation of the products and the family business.

I developed the positioning, identity and guidelines, with a new website structure, detailed product photography and a brand film.

A coherent presentation of the business and its products, with the visual identity and imagery giving the craftsmanship greater prominence.