IDG

Founded in 2003, IDG means more than just interior design. It’s a foundation for creativity, good taste, and style. Purveyors of design and decor that truly reflect the personalities and feelings of their clients, IDG’s brand essence has helped shape the fabric of Cayman’s interior design scene.

The studio is recognized for its pioneering design of projects such as the iconic Seafire Residences on Seven Mile Beach, the forthcoming Lacovia redevelopment, and numerous private residences including the recently reimagined Ritz-Carlton Deck House. While widely identified as Cayman's most experienced interior design firm, the brand had lost its way as it struggled to consolidate a confusing mix of sub-brands and a fractured positioning that left the brand trying to be all things to all people.

Working with the senior leadership team, Big Panda developed a new coherent positioning, brand architecture, new identity, website, and online store for IDG that reflects its innovative approach to interior design. The entire process has enabled IDG to recapture the high ground as Cayman's most trusted interior design studio.

IDG's work is bespoke, imaginative, and above all in keeping with the client's vision. These qualities helped guide the creation of the new identity and website. The identity is designed to reflect both the firm’s intellective rigor, understanding of environmental contexts, and the underlying impact within their work.

To achieve this, Big Panda designed the custom logotype based on precise proportional relationships derived from the design principles of space, light, patterns, and texture. Applied across both the logotype and logomark, differing variants of the logo can be used depending on the requirements of the application; responding to a wide range of products, communications, and customer experiences while maintaining recognition and building a cohesive and coherent visual language.

The pattern can also be softened and integrated with product imagery through accents, giving an impression of depth and dimensionality. The result is a flexible and distinctive visual language that communicates the full spectrum of activity.

A responsive website was designed to showcase IDG's wide-ranging body of work while capturing the firm’s energetic spirit. The entire portfolio is presented as a universe of projects, while the other pages support digital marketing campaigns ensuring relevant content is delivered to the end-user aiding the conversion of new leads.

To effectively move customers through its limited store and cost-prohibitive warehouse space, IDG knew it could never rely on a traditional retail setup. Instead, IDG engaged Big Panda to design and build an entire e-commerce experience enabling the retail division of IDG to multiply the checkout systems it could use and where it could use them. Built on the Shopify framework, the rollout and training program were streamlined and simple. Overnight the IDG sales floor and online marketplace became an opportunity to check out a customer anywhere they happened to be.

To support the brand launch Big Panda developed an omnichannel campaign to embrace the client and put them firmly at the heart of every project. The simple message "However you live, we'll help you style it" validates IDG's positioning of trust and enshrines the personalities and feelings of their client's needs at the center of their design ethos.

By revitalising its heritage, IDG has rediscovered its sense of self. Customer perceptions of the IDG brand have improved dramatically, and IDG is now outperforming its rivals in both volume and value.

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