Creating Fresh Encounters within a Traditional Industry
Passionate about breathing new life into the traditional wallpaper trade, the founders of LayerPlay approached us to strategise, name and design the brand identity of this fresh business venture.
Our research findings suggested that homeowners increasingly regard their homes as an extension of their personality - they want it to be special and unique to them. It was then that we realised selling wallpaper was no longer just about delivering a functional product or service, but an emotionally-driven experience.
Besides the brand identity of LayerPlay, we also designed its website and physical collaterals to reflect the energy and excitement the business brings to the industry.
Experimental, Playful, Professional
While “layer” is embodied through a diagonal line constantly revealing a variety of images to its right, the sense of “play” is evoked through the bright colours, patterns, imagery and personalities of the brand’s wallpaper library. The combination of both elements result in a striking visual system designed for clarity and dynamism.
The LayerPlay web experience was created with the same train of thought, by combining layers and playful touches to form a site that’s fun, approachable and vibrant, yet clean so that the focus remains on converting curious visitors to excited buyers. The wallpaper collections were curated in a similar fashion to ensure that each design would garner delight, and at the end of the day, consumers would find at least one wallpaper design that represents their personality.
LayerPlay’s wall-fabrics were used as the front & back book covers of The Singapore Architect 2016, showcasing its application and versatility. LayerPlay also produced a custom wallpaper design by Kristal Melson that was featured in the Singapore Suite of the 2016 FORMULA 1 Singapore Grand Prix. Beyond walls, LayerPlay's suite of services include stretched canvases, art prints and posters.
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