A comprehensive business establishment and branding project for a startup in the decorative surfaces sector. We delivered complete support spanning business planning through digital launch, building a sophisticated dual-channel platform serving both wholesale and consumer markets with distinct pricing models and product ranges.
Our SEO strategy achieved rapid market visibility for this emerging business, building strong search positions for both specific products and general category searches. These prominent search placements generated critical revenue and customer acquisition during the vital early growth phase.
I’ve worked with Tristan and the team on more than one website. The service provided has been excellent on both occasions for website building, SEO and other services. Highly recommended if you’re not sure where to go!
Managing Director, Atelius
As a startup, Atelius confronted the challenging task of establishing brand recognition from zero in a competitive decorative surfaces market filled with large established competitors. They required a sophisticated platform accommodating both wholesale and consumer audiences with distinct pricing structures, product access, and interaction models. Rapidly establishing digital presence for a new business was essential for securing early sales and building momentum, demanding swift search visibility against entrenched competitors.
We delivered comprehensive startup and growth support, addressing business fundamentals through brand development and digital rollout, emphasising distinct experiences for different customer groups.
National search marketing campaign targeting specific products
National Google Ads marketing campaign targeting specific products
Complete identity with logo, guidelines, and collateral
Bespoke website with separate trade and retail journeys
Extensive market research identified a clear opportunity for Atelius to position between premium bespoke suppliers and mass-market retailers in the decorative wooden panels marketplace.
Our competitive analysis of domestic and international suppliers established unique selling propositions to differentiate Atelius across trade and retail segments.
We developed complementary positioning strategies for both audiences: exclusivity and trade benefits for professionals, quality and accessibility for retail consumers.
Our tiered pricing structure protected trade margins whilst remaining competitive for retail, with clear value differentiation between segments.
A multi-channel acquisition plan prioritised digital channels for consumer reach and relationship-focused approaches for trade customers, maximising marketing efficiency during launch.
We created a comprehensive brand identity for Atelius that blended contemporary design with traditional craftsmanship, reflecting their wooden panels’ timeless quality.
The logo design process produced a distinctive mark combining an “A” monogram with subtle wood grain patterning for instant category recognition.
Our typography system used a clean, architectural sans-serif for trade communications and a warmer serif for consumer materials, targeting each audience through typographic voice.
The colour palette combined natural wood tones with contemporary accents, working effectively across technical documentation and lifestyle marketing.
Detailed brand guidelines covered logo usage, typography, colours, photography and tone of voice, ensuring consistency across all touchpoints from business cards to packaging.
We designed a sophisticated dual-path user experience separating trade and retail journeys whilst maintaining brand cohesion across both customer segments.
Our wireframes incorporated conditional visibility logic displaying different pricing, product availability and content based on verified account status.
Specialised product browsing experiences addressed each user type’s distinct needs: trade customers could filter by technical specifications whilst retail users accessed inspirational, application-focused navigation.
Account creation and verification wireframes gathered necessary trade credentials with minimal friction, clearly explaining the approval process and interim purchasing options.
Interactive prototypes simulated the complete user experience for both customer types, enabling stakeholders to evaluate the dual-path approach before implementation.
We created a premium design aesthetic positioning Atelius above ordinary suppliers, incorporating expert product imagery, architectural reference visuals, and uncluttered, generous layouts.
Our design method balanced inspirational lifestyle imagery with important practical information, creating visual navigation supporting both emotional and practical considerations for each audience.
We engineered custom product presentation systems displaying the substance and application variety of decorative panels through professional photography, digital 3D presentations, and real-world applications.
The adaptable design system was carefully developed to sustain dual wholesale/consumer operation across every screen, recognising varied usage situations—architects typically on computers while retail customers regularly shop from phones. We applied distinct visual approaches for wholesale and consumer areas maintaining visual coherence while subtly identifying the audience through structure, information depth, and visual selection.
We engineered a sophisticated e-commerce solution incorporating advanced access controls governing wholesale pricing availability, exclusive product collections, and specialised resources based on account verification status.
Our platform featured custom product management with sophisticated sorting capabilities for both technical requirements and aesthetic selection, supporting divergent research approaches of professionals and consumers.
We constructed a secure account verification process overseeing wholesale applications across phases, featuring automatic updates and provisional access alternatives.
The content system was tailored for product database administration supporting divergent audience perspectives, enabling streamlined modifications of general product details alongside separate wholesale and consumer descriptions.
We incorporated sophisticated shopping functionality including volume-based pricing scales, custom logistics based on product volume and dimensions, and connection to order fulfilment operations. We integrated thorough reporting focused on audience-specific metrics, delivering useful data on wholesale and consumer pathway success.
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
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