Ironsong luxury brand redesign
Kenneth Elmer
Brand Strategist
Logo Designer
eCommerce Manager
Ironsong Toasting Chimes Logo by KGE Design.
Ironsong International LLC is a small designer craft company started by a Vermont engineer and artist. Although production began and inventory was stocked, other passions lead the craftsman away from this side business and it lay dormant for some time. , In 2024 the company was purchased by a New Hampshire entrepreneur. I was brought on to assess the brand architecture, its trademarks, visual merchandising, and web design.
Project Managment
Acted as liaison between old owner and new owner in the transmission and accounting of all digital assets, product and brand information.
Assumed management of existing website.
Created online cloud space to conduct shared development of merchandising data with client.
Brand Architecture:
Reinterpreted and relabeled the product class from "Wine Chime" to "Toasting chime" believing the term "wine" limits the products marketability, whereas the term "toasting" has broader emotional appeal and does not link the product to only a "wine" related demographic.
DNS setup and Management:
Registered and forwarded multiple domains for the client. Toastingtones.com becomes the primary URL
Logo Redesign:
Consulted with client on customer profiling and target markets. Arrived at wedding venues, hotels, and vineyards as primary.
Original Product Class Website Logo
Created new brand trademark in style consistent with wedding, vineyard, and hospitality industries.
Redesigned Ironsong Branding, Product Class Logo with Url
Merchandising Architecture:
Developed merchandising taxonomy for client product variations
Reduced web product categories from 16 to 5 streamlining product classification and navigation.
Added standard and premium classifications to support price differentiators.
Standardized labeling conventions for all product components to facilitate greater clarity in product communications.
Developed technical product nomenclature illustrations for greater clarity in product presentation.
Glass class toasting chime technical illustration
Stone class toasting chime technical illustration.
Visual Merchandising
Organized and assessed existing product photo library.
Edited, enhanced, and reformatted marketing worthy images to meet updated specifications.
Identified gaps in visual product representation
Constructed 3d models for virtual representation of product
Rendered client product in augmented reality scenes for presentation
Developed online product demonstration as educational and lead generation too.
Limited edition Rogaska glass class linear toasting chime 3D construction render and composite
Premium glass (clear) ring type toasting chime or "wine chime" 3D construction and render.
Blue pearl granite linear toasting chime 3d construction and render.
3d stone class ring type linear toasting chime product construction and rendered stock photography composite.
