Calver Roots & Madge has been appointed to create the visual communications for gentleman’s tailor Turnbull & Asser, in a six-figure brand-development programme that may take up to three years to complete.
Appointed in July, the group won a paid creative pitch to ‘define and express the brand in a way that creates love, loyalty and passion’, according to CR&M partner Sid Madge.
CR&M has chosen a multiplatform strategy that will use print, digital, and customer-facing graphics to help reinforce the brand’s position.
Ahead of a new store opening in London’s Old Broad Street, EC2, on 20 October, a microsite has been created, www.theartofdetail.co.uk, for the Royal Warrant-holding brand, once patronised by Winston Churchill. A full website is being worked on, and it is set to go live next year. The new communications use the tagline ‘The Art of Detail’ underneath the existing logo, used by the brand since its foundation in 1885, according to CR&M partner Jeremy Roots.
He adds that the consultancy has been ‘given a free rein’, as there are no existing guidelines to work from.
Roots says CR&M devised The Art of Detail to show ‘the exquisite, exclusive and genuine’ nature of the brand and capture its ‘style and quality’.
CR&M has produced The Little Book of Detail, a book for Turnbull & Asser staff to show the pedigree and nature of the tailor’s service, and is planning a commemorative book for 2010 to mark 125 years of the manufacturer and retailer.
The consultancy has also designed a cover wrap for the Financial Times which will appear on 5000 copies in London, and is responsible for the advertising strategy and the graphic solution. Roots says, ‘Across platforms, we’re involved from start to finish.’