Caroline Groves
→ Crafting enchantment for luxury souls

Caroline Groves realized that her venture's existing visual identity and positioning no longer aligned with the premium value proposition her UHNW (Ultra-High-Net-Worth) customers expected.

Through investigation, we discovered that beyond the need for a superficial change to the venture's visual identity, there were numerous unexploited opportunities throughout the customer journey that could reinforce the premium experience.

We completely overhauled the digital experience by building a website that supported both front-stage and back-stage interactions. Through the development of an intuitive CMS, new and existing customers could track their commission status and create inspiration 'moodboards' for future projects. This enhancement also enabled Caroline Groves to better manage her venture's operations, all within a single platform.

In parallel with the website upgrade and core identity refresh, I developed a distinctive house style that drew from the alchemical nature of the founder's process and heritage. The venture's new brand identity was built upon semiotic codes of magical surrealism, anthropology, and folklore – brought vividly to life through Dan Low's extraordinary photography and stop-motion animations.