Established in 1858, Alexanders of Rosemount has evolved from an established traditional furniture shop into a specialist flooring boutique. Alexanders asked us to create an identity that would simultaneously portray their rich history and their modern, dynamic approach to service.
In reimagining the brand, we worked to widen the company’s market reach, whilst maintaining their exceptional reputation among their existing client base.
Custom would span both residential and commercial projects, so we chose to focus on showcasing the quality of their products and their attention to detail – attributes that would appeal universally.
We decided on a type driven approach, to echo the old signage of their previous flagship store in the heart of Aberdeen. We illuminated unique features from the old brand such as the distinctive apex of the capital letter ‘A’, which also worked as a standalone marque for use on social media and as a secondary brand element for use when space is limited.
A set of brand guidelines were created for internal use, which would ensure consistency and quality across any new marketing materials such as signage and vehicle livery.
We combined a minimal and image-led style with a type driven approach, alongside the use of white space to give a modern, slick aesthetic. By implementing simple and clear navigation, we showcased some of the fantastic partnerships Alexanders maintains with leading manufacturers of flooring, across both commercial and residential use.
By implementing simple and clear navigation, we showcased some of the fantastic partnerships Alexanders maintains with leading manufacturers of flooring, across both commercial and residential use.
Photography played an important role within the design itself and we were fortunate that the manufacturers supplied us with fantastic imagery to use alongside testimonials. This allows potential customers to envision how Alexanders’ products could transform their home or commercial space.