Rebranding a New York icon
Kenneth Lynch & Sons has a storied New York history that includes metal crafting for the Statue of Liberty and the Chrysler Building. Not to mention being the premier manufacturer of the iconic benches for Central Park. We were delighted to be selected to develop branding for the company and its product lines, and to create an e-commerce website worthy of this third generation luxury brand.
Challenge
With thousands of products developed over 90 years, how does one clearly convey value to distinctly different target audiences? From garden furnishings to statue and ornamentation to the iconic Central Park bench, our challenge was to make the diverse product line understandable in the mind of each audience, while clearly branding the company as well.
Concept
Our branding concept began with the creation of an iconic illustration for each of the three product lines – Estate Elements, Florentine Classics and Lynch Urban Seating. We developed a vibrant color palette and classical typography to support each logo mark and convey luxury and quality. The brands tell a story together, or can live independently to speak to each audience. Concept collage boards assisted in the process of developing the aura of each brand.
Solution
Once the branding was completed, we developed a robust e-commerce website that reinforces the three brands with distinct sections for each, but with strong, overarching company branding that work in harmony with all. The website design conveys a tradition of craftsmanship and classical design, with a focus on opulent photography, classic typography and refined visual treatment. The robust e-commerce platform ensures that the website is as practical as it is beautiful.
Results
The new brand identity for each product line has empowered the company to market much more effectively to its target audiences. The highly functioning website provides a high level of customer support and has led to greatly increased traffic, inquiries and sales. The branding and website is now worthy of a company whose products grace America’s finest estates, gardens and parks.
The website design recently won the Graphic Design USA: American Web Design Award for 2017.