Imagining a brand strategy and visual identity for London based The Bon Collective, a boutique interior design studio designing forward thinking workplace and residential spaces.

 

The Bon Collective exists to tell client stories. Founded by Natasha Bonugli in 2021, the London based studio is formed of an organically evolving group of change makers and creatives, exploring ways to redefine space through the influence of interior design.

Having gained momentum swiftly through the engagement of high profile end-user clients, The Bon Collective found themselves taking stock. They reflected on their brand, earmarking who they were and the direction they were evolving toward as an interior design studio. Natasha and I worked closely together, along with her team, to hone a modern, sophisticated brand and identity for The Bon Collective.

I conducted workshop sessions with the T.BC team, deep diving to understand exactly what their brand essence stood for and why the studio existed. Delivering a brand strategy and renewed messaging, I undertook visioning, brand voice, positioning, competitor analysis and creative direction to differentiate The Bon Collective amongst the landscape of London’s premium interior design studios.

Natasha, The Bon Collective

We then used the findings and worked together on crafting a visual identity striking a harmonious balance between modern and classic. An identity that would stand the test of time, which was edgy and upscale with a distinct feel. The visual identity authentically embodies the brand drivers, values and character of The Bon Collective: Brave, Creative, Flexible, Action-Orientated, Understanding, Resilient, Conscious and Reliable.

The brand took into account immediately required activations, as well as future ideas. The logo collection was designed to be as flexible as possible for potential application, providing both linear and stacked word marks, secondary sub-marks, a monogram style hallmark, creative stamps, and references to the playful ‘letter B’ as a design accent.

The brand guidelines included a clear showcase of the brand, visual mood, the logo collection, comprehensive colour palette, brand voice, typographic system, mock-ups of application, and usage styles.

We worked together on website design within the Squarespace platform. Planning, styling, layout and copywriting for a full 5 page and mobile responsive website. A suite of optimised messaging, alongside sourced and project imagery to ensure the fresh tone of voice was translated effectively externally, and in line with objectives the team required the website to fulfil. The website conveys the experience of the studio, their approach and portfolio of projects.

I also developed a suite of collateral to activate the brand, including: presentation, proposal and design report; a social media template kit for content; and business cards to complete the brand experience. 

All in all, the brand experience for The Bon Collective was a deeply thought through process of co-creation, and intimately reflective of the team’s approach. The brand not only took into consideration the personal brand element of Natasha Bonugli (the ‘Bon’ in The Bon Collective) as a leader, but the wider ecosystem of her team (’the collective’), who make up the the studio. A holistic representation of ‘inside out’ branding.