Aspen
Aspen is Australia’s leading provider of joinery for Tier One commercial projects. Their highly considered crafted interiors elevate the office spaces of blue-chip brands in CBD towers across Australia.
While highly respected in the industry, Aspen’s brand and website were not keeping pace with its reputation. Now, with a new brand strategy, identity and visual language, Aspen has solidified its presence at the elite end of its specialist market. The core positioning, ‘Partners In Craft’ speaks to the brand’s methodology and tradition of craftsmanship on projects of significance.
Building on the rebrand, Seesaw art-directed still and moving visual assets before designing and delivering the sophisticated new website. The new site is a showcase of Aspen’s most impressive projects, as well as the company’s impressive culture, process and people.
Since launch, Aspen’s new joinery site doubled time spent on site and lifted engagement to 63%, while the brand’s total web presence grew to 2.6 times its pre-launch reach.
Architecture
Brand Identity
Printed Collateral
Strategy
Digital
Website
Copywriting
Identity
The new visual identity centres on Aspen’s character and the care behind the work, inspired by the tactile and considered qualities of the exceptional joinery they create. This high level of craft is balanced by humanistic typography and image-making. Every detail feels intentional and elevated, expressing Aspen's brand positioning as a partner in craft.
Brand system
The mark of successful joinery is defined by how materials meet. Similarly, Aspen is the expert in where everything meets: people, processes, materials and disciplines. This concept of ‘beauty found in the junction’ informed the brand system, which would be reflected in the detailed print and digital touchpoints.
The Impact
Visitors spent twice as long on the new website.
Engaged sessions up 43%.
63% increase in engagement
Testimonial
"It's been a wonderful experience working with you all. You've made the process very simple and enjoyable while delivering an excellent product."
Jayden Heaney, Business Development Manager
