Revitalizing a Decorative Brand

The brand follows designer Anna French’s convictions and bold designs, based on the vibrant geometric patterns she loved since art school in the 1960s. The business was launched in the mid-1970s and was acquired as a subsidiary of Thibaut, Inc. in 2007.

Marketing objectives were to bring the excitement of the brand back to audiences in the UK and in the United States, with distribution through representative showrooms. The goal was to revitalize while remaining faithful to the designs and origins familiar to existing customers and Anna French aficionados.

The main initial tactic used to support the revitalization of the brand through marketing was an entirely new website. This would provide a showcase for existing Anna French collections, which would be progressively photographed and uploaded.

There was a natural opportunity to redefine the brand messaging direction, in harmony with a new presentation of the design aesthetic. Large, full-bleed imagery was used throughout the tactics to highlight the bold products.

Unconventional marketing and presentation techniques were used to highlight the unconventional and quirky nature of the Anna French products. Showroom look books and marketing literature featured distinctive design elements that harmonize with a brand culture traceable to the swinging sixties.