“New customers say they came to us because they love the website Lovehate Design+Brand created for us and how it made us sound.”
The Art of Framing is a Brisbane institution: custom picture framers skilled in archival-quality conservation framing. They’ve framed everything from original Picassos to football jerseys and are the first choice for many artists, galleries, local families and more. The brand had clearly outgrown their old website that presented the business more like a cheap franchise framer. We quickly saw that The Art of Framing needed our help in defining their brand values along with a complete website redesign to express these values and draw in their ideal customers.
We had previously designed a logo for The Art of Framing, which involved performing a mini brand workshop. So we had identified many of the company’s brand qualities. But when meeting to discuss the website redesign, we dug even deeper to discover the points of difference for The Art of Framing to differentiate them from their competitors. We aimed to position the company as “experts”, “true artisans” and “perfectionists dedicated to their craft”. They also valued their “warm and friendly” service. We set out to design a website to help these talented artisanal framers stand out, be heard and grow.
The photographic images (as the saying goes) speak thousands of words at a glance, imparting the brand’s two overarching sets of key values we defined for them: “trusted, skilled artisans that do precise work” and “warm, friendly and approachable people who are a pleasure to interact with”.
We helped the client distil their offering down to a few key points and ensured the copy reassured a variety of customers that The Art of Framing could meet their needs. On every page, we presented the brand as approachable and warm as well as reassuringly expert artisans.
“Lovehate Design+Brand have great listening skills. They are very, very good at taking jumbled words and turning them into a clear and comprehensive vision – not just visually but in the language used as well.”
Julie Higham, Owner
The Art of Framing
The process they took me through allowed me to realise what my brand is – they helped me hone right down to exactly how I wanted my business represented and exactly what it is I’m doing here. And they were always willing to come back again and again and again to make sure that we were happy and that what they were writing and designing and building represented our brand as closely as possible. I loved the process and the working relationship and it has yielded such a great result for our business.
We had a man come in who found our website and was so impressed with our brand, he travelled all the way from Bulimba to put in an $8,500 order for framing. I don’t know if, in other industries, people often come in and volunteer that they only came in because they like the company’s website, but we’re having more and more people come in and tell us just that. There are people out there who are discerning about where they spend their money and people who need to know their precious artworks and mementos will be taken care of. And that’s what we offer. Thanks to our new website, even new customers know that. They’re telling us not only that our website ‘wowed’ them, but that when they come in store they realise it’s a perfect representation of the service we offer and the people who deliver it – it isn’t smoke and mirrors or only ‘insta perfect’, it’s legit.
