About this project
NEED: Avonvale Carpets, a well established and respected carpet shop needed an all-new website. At the same time, the company wished to create a more robust and coherent brand identity. ACTION: To start, a clear definition of Avonvale’s mission, core values, personality and future vision was established, this would form the back-bone of all future marketing communication. Production of a concise 5-page brand identity guide followed, defining a gently updated logo, new strapline, colour palette and fonts. Original photography was taken to create a photo library, comprising shop, products and personnel, both in store and on site. A website page hierarchy was proposed that would emphasise the company’s heritage, its experience and know-how in a wide range of flooring products, highlight the company’s unique ‘personal guarantee’ and promote its work in both domestic and commercial sectors. The website copywriting was strongly optimised for search, in terms of Avonvale’s specific services offerings and flooring type and also for local geographic targeting. Website design and development was project managed, following brand identity guidelines. IMPACT: Avonvale Carpets has reinforced its position as one of its region’s leading carpet shops, for both residential and commercial carpet fitting. It has evolved its brand identity, making it more contemporary and consistent. The new website is ranking well for local searches on a wide range of flooring types and is complimented by customers old and new for its clarity and helpfulness.