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.
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”.
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.
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.