Anatomy Of A Retail Brand Extension

It all began when Alexandra Slote, the creative force behind Alexandra Slote Interiors, entrusted Laidlaw Group to shape the brand for her unique interior design firm, located in the vibrant neighborhood of Boston’s Beacon Hill. This set the stage for a brand-building journey that would showcase the firm’s distinctive style and our expertise and creative flair.

We started by defining the ‘voice of the brand’ through a comprehensive process that involved understanding Alexandra Slote’s unique design philosophy, her vision for the firm, and the values she wanted the brand to embody.

This process allowed us to identify competitive advantages in the marketplace and then continued with the design of a new logo and website. We identified the target audience and developed a cohesive and consistent system that included how the firm presents itself visually, encompassing elements including the color palette, typography, and imagery, all working together to communicate the firm’s unique style.

The new logo’s refined, elegant, and minimalist design conveys luxury, quality, and timelessness through a careful selection of typography and colors.

The site plan for Alexandra Slote Interiors website includes residential design, custom design capabilities, real estate development projects and a portfolio section.

And Then Came Osterville

Alex and Company opened their doors in Osterville, MA, last summer. The visual identity rollout includes the design of corporate identity and signage, mini-website, print advertising, in-store merchandising materials and direct mail oversized postcards.

The visual exploration for the brand logo for Alex and Company began with an ampersand. The ampersand, which represents the conjunction ‘and’, was chosen to symbolize the brand’s commitment to collaboration and the seamless integration of design elements. Our design solution incorporated an ampersand reinterpreted for the ‘mark.’

The print advertising is a visual delight.

In-store merchandising materials

Direct mail postcards

Alexandra Slote Interiors and Alex and Company, led by the experienced and discerning eye of Alexandra Slote, offers a curated selection of art, furniture, home accessories, fragrances, and more. The vision for the selections comes from Alex’s years of experience as a Boston-based interior designer. The shop is also an outpost for interior design services by Alexandra Slote Interiors, ensuring a high level of expertise and quality for every project.

It is our distinct pleasure to work with clients like Alexandra Slote Interiors and Alex and Company, who understand that embracing the process of collaboration is the best way to build a memorable brand.