view fine lines marketing deck

design & brand philosophy
“That which is overdesigned, too highly specific, anticipates
outcome; the anticipation of outcome guarantees, if not failure,
the absence of grace.” -William Gibson
This is not a guitar. This is an obsession. It’s an original.
This is not a chair. This is an icon. It’s a trophy. It’s not for
everyone, and it’s definitely not your grandfather’s LA-Z-BOY.
This is not a range. It’s an idea. It represents big family
dinners, weddings, anniversaries and birthdays. It is a cornerstone of what makes a house, a home.
Fine Lines is, contrary to what you might think, not in the
business of selling appliances. Fine Lines is in the business of
selling a lifestyle.
Complimenting the products that Fine Lines retails,
design and styling follows the ideal of
“Form Follows Function”.
Too much, and it distracts from the singular
simple ideas that the brand represents.
Life is complicated. Your kitchen shouldn’t be.
It’s a refuge from a busy world. It’s a studio in which
to create. It’s where the party inevitably winds up.
It’s the heart of any home.
This is the Fine Lines logo. Usage should be simple. Grey and yellow on a field of white.
If necessary, the logo can be 1 color, grey on white, or white on grey (or on a photo).
Type & Color
In both cases of type and color, the goal is to maintain peaceful, elegant simplicity.
Overuse of minimal accents, such as color of bold styling, will confuse the subtlety.
Helvetica Light
Helvetica Bold
White
R:255 G:255 B:255
#ffffff
50% Grey
R:130 G:130 B:130
#828282
Yellow
R:255 G:175 B:50
#ffaf32
The Fine Lines website has 4 key points:
Lifestyle
Inspiration
Brands
Information
Lifestyle
Fine Lines lifestyle imagery abounds with many examples
from the manufacturers. In contrast to much of the imagery
utilized by hhgregg, Fine Lines does not show people in
the environments, as to let the customer imagine themselves
within it.
Inspiration
The Fine Lines customer does not walk through the doors
looking for a bargain. They are looking for an ideal representation
of their own unique personality. It’s our job to show them
the very best of themselves. To inspire.
Information
The Fine Lines website has a distinct opportunity to give
the customer exactly what they need to make their dream
kitchen a reality, and that’s the power of information. Through
our existing hhgregg back end, we can quickly become
the industry leader for product research.
Brands
The brands that Fine Lines carries are all the very best in the world of what they are.
So should Fine Lines be. Showcasing these brands in the limelight not only brings
visitors to the site, but instantly creates of connection that we are in elite company.