CASE STUDY
What if an interior designer’s brand was as elegantly crafted as her kitchens?
How we helped Wilbur Jones bring sophistication to renovation
After designing many precisely-tailored and effortlessly-elegant homes (both new builds and renovations), Sydney interior designer Emma Castellano was confident in her craft and her execution. But after years of trading under her name, she couldn’t help but wonder: was that limiting her growth potential? Could a new brand help her scale her ethos, her approach… and, subsequently, her impact?
Switching “personal brand” for “personality brand”.
Emma had, unquestionably, established herself as a talented and insightful designer — but she was struggling to imagine what a brand not built around her own name might look like. That’s why she came to us for help.
We helped Emma define what elements of her work were foundational — like her ability to bring the personality of her clients into the space with elegance and specificity — so that instead of her name serving as the basis of the brand, what makes her different could instead.
Designing space for growth.
Building on that basis, the new brand — Wilbur Jones — is infused with Emma’s sense of craft. The woodmark logo balances both emotion and precision, helping to communicate a sense of elegance in craft, and the gentle palette of the brand serves as relatively neutral, universally-appropriate holding device that allows the unique character of each project to shine through.
This continues through to the new Wilbur Jones website and social media presences, each designed to serve as an elegant frame for the striking projects Emma has to share.
With the new brand established, Wilbur Jones serves as a distillation and amplification of everything that makes Emma and her work powerful — while also being an entity that can grow into a brand presence larger than anyone person, establishing itself as a leader in premium transformations of luxury residential, workplace and wellness spaces.
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