Emmerson Troop

Redefining luxury living

Branding

E-commerce

Print design

Art direction

Brand guidelines

Founded by William Emmerson in the 1980s, Emmerson Troop has built up a reputation as a leading designer or high-end furniture and luxury interiors. William is a leader in both commercial and residential design, with an impressive portfolio on impressive collaborations, historic renovations, 
and celebrity clients.

Emmerson Troop required a new brand that 
reflected their premium products and services, but that also has a personal connection to Williams origins as a designer – he wanted to create a brand that had sentimental value.

Williams earliest and most notable source of inspiration was a head sculpture hand carved by his late father. He was keen for this sculptural head to play a role in the identity – but in a subtle and tasteful way. This was achieved by creating an abstract head monogram out of the letters E and T.

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Image of William Emmerson working on a sculpture
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William’s philosophy is to redefine the intersection of vintage and modern styles, merging an understanding of the past with contemporary aesthetics.

To capture this philosophy we crafted the proposition “Redefining Luxury Living”.

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Beyond the messaging and logo it was important that we create an identity that felt timeless and sophisticated. The brand uses a muted colour palette and a flexible grid system that allows for interesting and varied layouts.

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Emmerson Troop posters
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Series of Emmerson Troop magazine covers
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Emmerson Troop magazine spread
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Interior shot of table and chairs by Emmerson Troop
Interior shot of a large chair by interior designer Emmerson Troop
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Interior of a Los Angeles cafe
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Emmerson Troop spec sheet design
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Interior design of a city loft
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Emmerson Troop instagram design
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A key deliverable was a responsive portfolio site with full e-commerce functionality, an intuitive content management system, back-end store management and automatic 
email generation tools.

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Emmerson Troop website design by Boldly
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Michael Tilley
Founder