-
Phillips & Hayward
- Brand and identity programme
Livery
Posters
Literature
Office environment
Auction houses are usually seen as preserves of tradition, where bow ties and half-moon glasses have never gone away. As a young auction house dealing in modern furniture, Philips & Hayward were looking for a fresh approach that would help differentiate them and attract the right kind of buyers and sellers, often ones who might not otherwise take part in an auction.
The key ingredient of the identity was developed from the 'Sold' labels that are commonly used in auction houses and signify a successfully completed transaction. This was coupled with the use of modern typography and clean photography to project a contemporary image, reflecting both the tastes of the perceived target market and the items that would draw them to a sale. This simple, flexible and, above all, distinctive identity communicated their energy and fresh attitude within the restraints of a tight budget.
Posters
Phillips & Hayward have something different on offer to traditional auction houses and that was clear in these posters, which appeal to connoisseurs of the modern. The Sold sticker is used in a subtle but memorable way, easily picked out at a glance.
Literature
Bold typography on the cover clearly announces the subject of the auction, as well as the auction house and date. The interior carries on from the style of the posters, with confident expression of the auction material's aesthetic.
Livery
These white vans are far from anonymous. The humour shown in the application of the Sold sticker grabs the attention of the passer-by and fixes the name Phillips & Hayward in their mind.