A complete business launch and branding project for a new entrant in the surface decor market. We provided end-to-end support from business strategy to digital implementation, creating a sophisticated multi-tiered platform that serves both trade and retail customers with different pricing structures and product access.
Our SEO strategy delivered immediate market visibility for this new business, establishing strong search rankings for both specific products and broader category terms. These strong search positions generated essential revenue and customer acquisition during the critical early stages of the business.
I’ve worked with Tristan and the team on more than one website. The service provided has been excellent on both occasions for website building, SEO and other services. Highly recommended if you’re not sure where to go!
Managing Director, Atelius
As a new entrant, Atelius faced the daunting task of building a brand identity from scratch in a competitive decorative surfaces market dominated by established players. They needed to create a sophisticated platform capable of serving both trade and retail customers with different pricing structures, product access, and user experiences. Establishing immediate digital visibility for a new business was essential for generating early sales and building momentum, requiring rapid SEO results in a category with established competitors.
We provided comprehensive startup and scale support, from business fundamentals to brand creation and digital implementation, focusing on creating distinct experiences for different customer segments.
Complete identity with logo, guidelines, and collateral
Bespoke website with separate trade and retail journeys
National search marketing campaign targeting specific products
National Google Ads marketing campaign targeting specific products
We conducted extensive market research to identify gaps in the decorative wooden panels marketplace, pinpointing an opportunity for Atelius to position between premium bespoke suppliers and mass-market retailers.
Our competitive analysis assessed both domestic and international suppliers, identifying unique selling propositions that could differentiate Atelius in both trade and retail segments.
We developed separate but complementary positioning strategies for the two primary audiences—offering exclusivity and trade benefits for professional customers while emphasising quality and accessibility for retail consumers.
Our pricing strategy established a tiered structure that protected trade margins while remaining competitive in the retail space, with clear value differentiation between customer segments.
We created a multi-channel acquisition plan that prioritised digital channels for consumer reach while implementing more relationship-focused approaches for trade customers, maximising marketing efficiency during the crucial launch phase.
We developed a comprehensive brand identity for Atelius that balanced contemporary design sensibilities with references to traditional craftsmanship, reflecting the timeless quality of their wooden surface panels.
Our logo design process explored multiple conceptual directions before refining a distinctive mark that cleverly incorporated both an “A” monogram and a subtle reference to wood grain patterning, creating immediate category recognition.
We created a sophisticated typography system pairing a clean, architectural sans-serif for trade-focused applications with a warmer serif for consumer-facing materials, allowing subtle audience targeting through typographic voice.
The colour palette we developed featured rich, natural wood tones accented with contemporary design colours, creating a flexible system that worked equally well in technical documentation and lifestyle marketing.
We compiled comprehensive brand guidelines detailing logo usage, typography, colour applications, photography direction, and tone of voice, ensuring consistent implementation across all touchpoints from business cards to packaging.
We architected a sophisticated dual-path user experience that elegantly separated trade and retail journeys while maintaining a cohesive brand experience across both customer segments.
Our wireframes implemented conditional visibility logic that displayed different pricing structures, product availability, and content based on the user’s verified account status.
We created specialised product browsing experiences tailored to the distinct needs of each user type—allowing trade customers to quickly filter by technical specifications while giving retail users more inspirational, application-focused navigation options.
The account creation and verification wireframes were carefully designed to gather necessary trade credentials while minimising friction, with clear explanation of the approval process and interim purchasing options.
We developed interactive prototypes that simulated the complete user experience for both customer types, allowing stakeholders to evaluate the effectiveness of the dual-path approach before implementation.
We created a premium visual design system that elevated Atelius above typical building supply providers, using sophisticated product photography, architectural inspiration imagery, and clean, spacious layouts.
Our design approach balanced aspirational lifestyle presentation with necessary technical detail, creating visual paths that served both emotional and practical decision-making needs for different user types.
We developed custom product showcase components that highlighted the material qualities and application potential of decorative panels through high-quality photography, 3D visualisations, and contextual room settings.
The responsive design system was meticulously crafted to maintain the dual trade/retail functionality across all devices, recognising the different usage contexts—architects often researching on desktop while retail customers frequently browsed on mobile. We created differentiated visual treatments for trade and retail sections that maintained brand cohesion while subtly signalling the intended audience through composition, density of information, and imagery selection.
We built a sophisticated e-commerce platform with complex user permission systems that controlled access to trade pricing, exclusive products, and specialised content based on account verification status.
Our development implemented custom product catalogue functionality with advanced filtering for both technical specifications and aesthetic characteristics, serving the different search behaviours of professional and consumer users.
We created a secure verification workflow that managed trade account applications through multiple approval stages, with automated notifications and temporary access provisions.
The content management system was custom-configured to support product information management across multiple audience views, allowing efficient updates to shared product details while maintaining separate trade and retail descriptions and specifications.
We implemented advanced e-commerce functionality including quantity-based pricing tiers, custom shipping calculations based on weight and dimensions, and integration with fulfilment systems. Comprehensive analytics implementation included segment-specific conversion tracking, providing actionable insights on the performance of both trade and retail user journeys.
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact London Marketing Company with any enquiries – our team is on hand to assist and will respond promptly.
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