A full business launch and branding project for a new player in the surface décor market. We delivered end-to-end support, from business strategy to digital execution, creating a sophisticated, multi-tiered platform that caters to both trade and retail customers, each with tailored pricing and product access.
Our search optimisation tactics achieved swift market presence for this emerging enterprise, generating prominent search positions across individual product categories and general sector keywords. These prominent rankings drove vital income and new client acquisition during the vital launch period of the operation.
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
Operating as a fresh entrant, Atelius confronted the challenging task of carving out market presence within a fiercely competitive decorative surfaces arena featuring numerous longstanding incumbents. The business demanded an advanced technology infrastructure serving both professional and end-user segments, each necessitating distinct commercial frameworks, merchandise portfolios, and interaction methodologies. Securing rapid web prominence for a startup operation was indispensable for generating foundational revenue and establishing brand awareness, demanding competitive search performance in opposition to well-entrenched incumbents.
We offered end-to-end support for startups and scaling businesses, covering everything from business fundamentals to brand development and digital execution, with a focus on crafting distinct experiences for each customer segment.
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
We carried out thorough market research to identify gaps in the decorative wooden panels sector, uncovering an opportunity for Atelius to position itself between premium bespoke suppliers and mass-market retailers.
Our competitive analysis evaluated both domestic and international suppliers, revealing unique selling points that could set Atelius apart in both trade and retail markets.
We developed distinct yet complementary positioning strategies for the two key audiences—offering exclusivity and trade advantages for professional customers, while highlighting quality and accessibility for retail buyers.
Our pricing approach established a tiered structure that protected trade margins while remaining competitive in the retail market, clearly differentiating value for each customer segment.
Finally, we designed a multi-channel acquisition plan, prioritising digital channels to reach consumers and adopting relationship-focused strategies for trade clients, maximising marketing impact during the critical launch phase.
We developed a complete brand identity for Atelius, blending contemporary design sensibilities with nods to traditional craftsmanship to reflect the timeless quality of their wooden surface panels.
Our logo design process explored multiple concepts before arriving at a distinctive mark that incorporated both an “A” monogram and a subtle wood grain motif, providing immediate recognition within the category.
We crafted a sophisticated typography system, pairing a clean, architectural sans-serif for trade-facing applications with a warmer serif for consumer materials, enabling nuanced audience targeting through typographic voice.
The colour palette featured rich, natural wood tones accented with contemporary hues, creating a versatile system that worked seamlessly across technical documentation and lifestyle marketing.
Finally, we produced comprehensive brand guidelines covering logo usage, typography, colour applications, photography direction, and tone of voice, ensuring consistent implementation across all touchpoints, from business cards to packaging.
We designed a sophisticated dual-path user experience that clearly separated trade and retail journeys while maintaining a cohesive brand experience across both audiences.
Our wireframes incorporated conditional visibility logic, displaying different pricing, product availability, and content depending on the user’s verified account status.
We created tailored product browsing experiences for each user type—enabling trade customers to filter quickly by technical specifications, while providing retail users with more inspirational, application-focused navigation.
Account creation and verification wireframes were carefully crafted to capture essential trade credentials while minimising friction, including clear explanations of the approval process and interim purchasing options.
Interactive prototypes simulated the full user experience for both customer types, allowing stakeholders to assess the effectiveness of the dual-path approach prior to implementation.
We developed a premium visual design system that positioned Atelius above typical building suppliers, combining refined product photography, architectural inspiration imagery, and clean, spacious layouts.
Our approach struck a balance between aspirational lifestyle presentation and essential technical detail, creating visual journeys that supported both emotional engagement and practical decision-making for different user groups.
We designed bespoke product showcase components to highlight the material qualities and application potential of the decorative panels, using high-quality photography, 3D visualisations, and contextual interior settings.
The responsive design system was carefully crafted to preserve the dual trade and retail functionality across all devices, acknowledging varied usage contexts—architects typically researching on desktop, while retail customers more often browsed on mobile. We introduced subtle visual distinctions between trade and retail areas that maintained overall brand cohesion while signalling the intended audience through layout, information density, and imagery choices.
We developed a sophisticated e-commerce platform featuring advanced user permission systems that regulated access to trade pricing, exclusive products, and specialist content based on account verification status.
Our build included a custom product catalogue with enhanced filtering capabilities, covering both technical specifications and aesthetic attributes to support the differing search behaviours of professional and consumer audiences.
We designed a secure verification workflow to manage trade account applications through multiple approval stages, incorporating automated notifications and interim access where appropriate.
The content management system was tailored to support product information across multiple audience views, enabling efficient updates to shared details while maintaining distinct trade and retail descriptions and specifications.
We also implemented advanced e-commerce functionality, including quantity-based pricing tiers, bespoke shipping calculations based on weight and dimensions, and integration with fulfilment systems. A comprehensive analytics setup provided segment-specific conversion tracking, delivering valuable insight into the performance of both trade and retail customer journeys.
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact Oxford Marketing Company with any enquiries – Our team is on hand to assist and will respond promptly.
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