Waddington`s Auction House, a Canadian fixture since
Transcription
Waddington`s Auction House, a Canadian fixture since
Waddington’ s CASE STUDY Waddington’s Auction House, a Canadian fixture since 1850, had a well-established brand – in furniture and rugs. Since the 1980’s, however, Waddington’s focus had increasingly shifted to fine art. A rebranding was needed to reflect this newer reality. identity. These were incorporated into a new website – the first to segment Waddington’s offerings by specialty. Klaus suggested personalizing these departmental identities to appeal to a younger demographic. Department heads – mostly Generation Y – became the faces of Contemporary, Canadian, Inuit and Asian Art. To this end, uhlig.ca art-directed the photographic efforts to provide a consistent look that aligned with this branding. Each department received a representative pictograph to cement the relationship of each person with their discipline. These images and icons were used consistently with all media, social media and for internal communications. Klaus Uhlig was brought in as Creative Director. He worked with both the external consulting team undertaking this challenge from a strategic standpoint, and the internal Waddington’s staff who had been tasked with developing creative and communications. The first challenge was rebranding. To reinforce a move to real-time online auctions, Waddington’s Auction House became Waddingtons.ca, with a bold new colour palette and sleek, modern wordmark design with a strong sans serif font. Working with Clearwater Communications and Growth Path, the collective decision was made to build department identities – each with a distinctive visual Coinciding with this visual facelift, the company moved from their old warehouse-style building to a brand new multi-use highrise in Toronto’s design district. uhlig.ca ensured that the overall look of new location aligned with Waddingtons.ca’s rebrand. Working closely with the interior designer, Klaus helped to fashion the space – from selection of materials to signage design. 1/2 416.366.8804 [email protected] The end result A company with more than 160 years of history auctioning furniture was transformed into an internet-savvy team of young, modern art experts. In the process, Waddingtons.ca has become Canada’s leader in online art auctions. “With the unifying presence of Klaus as Creative Director, all the many moving parts – website, photography, design, colors, even elements of the new building – meshed seamlessly. We could not have accomplished a rebranding of this magnitude without Klaus and the uhlig.ca team.” Kevin Maynard – Growth Path Strategic Marketing, project lead for Waddingtons.ca 3 416.847.618 00 x6183 tons.ca 416.504.91 an@wadding duncan.mcle Anthony Wu Specialist Asian Art a ddingtons.c AsianArt.Wa Toronto, Street East, 275 King a M5V 2R1 Ontario, Canad 3 416.847.618 416 00 x1234 ns.ca 416.504.91 @waddingto anthony.wu Diamond/Platinum Ring Moorcroft, Flambé Hazeldene Lamp Base Creative Services provided: • Rebranding conceptualization • Logo and wordmark design • Typography design • Corporate identity guidelines • Icon/pictograph design • Website design and coordination • Advertising design and layout • Photography coordination and management • Interior design collaboration • Communications strategy • Creative direction 2/2