Desirable Concepts

The challenge

Desirable Concepts set out to bring design-led lighting and home products to UK consumers, while building credibility with interior designers, architects and hospitality customers. Its proposition needed to communicate exclusivity and quality without losing the value advantage over traditional designer brands.

Positioning and discovery

We explored competitor offers, product positioning, audience groups and how a physical showroom could support an online-first buying journey. The approach considered both retail customers and potential trade relationships, with an eye on expanding the catalogue and adding customer-facing features later.

Visual identity

We developed a complete identity system with primary and secondary wordmarks, a distinctive monogram, logo-safe-area rules, brand applications and defined type and colours. The palette combines Outer Space and Alabaster with warm Harvest Gold accents, using Nohemi typography for a contemporary luxury expression. This provides consistency across website, printed collateral and potential showroom material.

E-commerce experience

The website work was structured around a scalable catalogue with product categorisation, filtering by brand and price, detailed product pages and clear checkout journeys. The MVP plan also considered accounts, order history and future trade functionality, while recognising that selected Illuminati products would follow a separate purchase route.

Business value

The result is a coherent brand system and a commercially grounded e-commerce direction: easier product discovery, room for a large catalogue and a distinctive identity designed to work across digital and physical touchpoints. The files establish the brand guidelines and website scope; measurable sales or search-performance improvements are not claimed here.