WILLIAM WELSTEAD IDENTITY

From investment banker to jewellery designer is an incongruous step, but creating a successful business without any corporate identity or packaging is just downright lucky.

William Welstead is the ex-banker turned jewellery designer and before Wagstaffs took him on, he was selling his hand-crafted jewellery from an old caviar tin to the likes of Paul Smith, Ralph Lauren, Jeremy Hoye and fashion model Stella Tennant.

Initially Welstead identified the need to have a simple but effective pack that reflected the nature of the jewellery. Wagstaffs was given an open brief, which developed into an entire identity project.

‘We couldn’t believe that Welstead didn’t even have business cards to leave with potential clients, let alone a portfolio or brochure to help with marketing,’ says Wagstaffs head of project management Kate Sullivan.

The consultancy set to work to create a graphic identity themed across business cards, packaging stickers and letterheads for Welstead’s business.

‘The techniques of designing and creating jewellery haven’t changed that much over the centuries and this knowledge of the craft tradition provided the core concept for the identity,’ says Wagstaffs creative director Steve Puxley. The final identity features Welstead’s trademark signature, the crusade cross.

An embossing tool was ordered for the main identity, which could be used on all literature as and when it was needed. ‘It’s not only a cost-effective way of doing things, but it also conveys a very crafted and original feel – it’s never the same twice,’ says Puxley.

As well as packaging, the consultancy has created a portfolio wallet which holds photographs of the current collection. ‘Again this is a cost-effective way of showing Welstead’s work – the photographs can be changed as the collection changes while the wallet remains the same,’ comments Puxley.