Rebranding Brightwood
An Australian story of resilience and healing
(Art Direction, Identity, Photography, Website)
Consistency, connection and collaboration
Brightwood – a luxe Australian eco-lifestyle brand – is a longtime friend of Diaz Davis. Having built a close, trusting relationship with Brightwood’s founder over the course of a few years, we were invited to support the business through a product range expansion, and realign the brand to the Founder’s new vision of the future.
A competitive strategy
Increasing competition in the ecospace was a core challenge to Brightwood’s overall success. To make the transition from ‘eco’ to a more elevated, ‘holistic lifestyle’ brand, we needed to create consistency across the product lines, particularly in their story, positioning, messaging and visuals.
Brightwood – a luxe Australian eco-lifestyle brand – is a longtime friend of Diaz Davis. Having built a close, trusting relationship with Brightwood’s founder over the course of a few years, we were invited to support the business through a product range expansion, and realign the brand to the Founder’s new vision of the future.
A competitive strategy
Increasing competition in the ecospace was a core challenge to Brightwood’s overall success. To make the transition from ‘eco’ to a more elevated, ‘holistic lifestyle’ brand, we needed to create consistency across the product lines, particularly in their story, positioning, messaging and visuals.
A stronger narrative and identity
In our comprehensive brand audit and series of immersive workshops, we unearthed an interesting desire within Brightwood’s primary target market: they craved a deeper connection to their sense of self, each other and nature. Being a ‘sustainable brand’ wasn’t enough anymore – people wanted to know how Brightwood products were going to help them do and feel good.
We built Brightwood’s new positioning on empathy, articulating it as ‘sustainable luxury’: modern personal care products made from sustainable materials that bring nature’s beauty into everyday life. This also informed a design philosophy we created to help steer the direction of the brand moving forward, grounded in design for the senses.
The look and feel of Brightwood needed to be steeped in beauty, aesthetics and how it feels to take care of yourself. This was critical to the Founder who had an obsession with materials, textures and an overall love of the senses. Every visual needed to be infused with a poetic, emotive and dynamic atmosphere to reflect the end experience of each Brightwood product.
In our comprehensive brand audit and series of immersive workshops, we unearthed an interesting desire within Brightwood’s primary target market: they craved a deeper connection to their sense of self, each other and nature. Being a ‘sustainable brand’ wasn’t enough anymore – people wanted to know how Brightwood products were going to help them do and feel good.
We built Brightwood’s new positioning on empathy, articulating it as ‘sustainable luxury’: modern personal care products made from sustainable materials that bring nature’s beauty into everyday life. This also informed a design philosophy we created to help steer the direction of the brand moving forward, grounded in design for the senses.
The look and feel of Brightwood needed to be steeped in beauty, aesthetics and how it feels to take care of yourself. This was critical to the Founder who had an obsession with materials, textures and an overall love of the senses. Every visual needed to be infused with a poetic, emotive and dynamic atmosphere to reflect the end experience of each Brightwood product.
Finding Brightwood’s voice
To give the brand personality and a more human feel, we collaborated with copywriter Dr Marion Piper. Brightwood’s language and tone of voice needed to be more slow, calm and mindful, reflective of the brand’s new positioning. The tone became more heartfelt, soulful and poetic, as well as meandering and thoughtful.
Simultaneously, we also renamed all of Brightwood’s product categories to form one story, featuring simple descriptors for each line: Home, Skin, Go, Man, Bathe, Petit.
A living, breathing brand
We brought Brightwood’s new identity into existence across a suite of photography and moving images (created by the talented Max D’orsogna), and a website. Engendering feelings of calm, connection and care, these creative assets extended the brand into the real world, inviting people in to take a moment of pause.
With an elevated look and feel, this shift in direction marked a turning point for Brightwood. They rolled out a now cohesive brand identity, bolstering the Founder's confidence to approach new stockists and online traders, sharing the inspiring brand story and benefits of each product line, which we articulated in our work together. Soon after, they opened their first bricks-and-mortar store in Sydney, and the brand continues to go from strength to strength.
We brought Brightwood’s new identity into existence across a suite of photography and moving images (created by the talented Max D’orsogna), and a website. Engendering feelings of calm, connection and care, these creative assets extended the brand into the real world, inviting people in to take a moment of pause.
With an elevated look and feel, this shift in direction marked a turning point for Brightwood. They rolled out a now cohesive brand identity, bolstering the Founder's confidence to approach new stockists and online traders, sharing the inspiring brand story and benefits of each product line, which we articulated in our work together. Soon after, they opened their first bricks-and-mortar store in Sydney, and the brand continues to go from strength to strength.
Collaborators
Creative Director Emma J Davis
Photographer Max D' Orsongna
Copywriter Marion Piper Creative
Identity Designer, Art Direction and Styling Lauren Stephens
Designer Matt Tambellini
Creative Director Emma J Davis
Photographer Max D' Orsongna
Copywriter Marion Piper Creative
Identity Designer, Art Direction and Styling Lauren Stephens
Designer Matt Tambellini