As DCO evolved into an online powerhouse, it needed a brand identity to reflect it’s evolution from decorating supplier, to the home of decorating online.
Visual identity
brand direction
marketing creative
marketing direction
web design
brand direction
marketing creative
marketing direction
web design
Decorating centre online
Decorating Centre Online (DCO) were a high street decorating supplies that took their full offering online and reached a huge new audience. As a result, they rebranded to Decorating Centre Online and with that new focus, they needed to refresh their brand identity to reflect their recent growth and provide a consistent look for their future brand direction. ‘The home of decorating’ is more than just a tagline; it embodies DCO’s dedication to helping customers.
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Conversion rate
Conversion Rate increased by 9.36%
Giving a new conversion rate of 4.54%*
Giving a new conversion rate of 4.54%*
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Transactions
Transactions increased by 6.85%*
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Revenue increased
Revenue increased by 15.27%*
*Data comparison taken from the First 30 Day Launch of new branding applied to the main sales channel: the ecommerce website, covering between 07/07/2022 - 06/08/2022 (New Site) Vs. 07/06/2022 - 06/07/22 (Old Site).
The home of decorating.
To convey the new brand direction, the new visual identity and imagery prioritises people, featuring impactful and iconic graphic visuals, a bold logo adaptable to all sizes, and versatile typography for marketing materials. This cohesive, human-centric identity complements the updated art direction focused on people and lifestyle. Previously, the brand centered on products, pricing, and the breadth of offerings. The new direction aligns with DCO’s evolving values by crafting a distinctive logo, establishing a cohesive identity, and refining the art direction to resonate with their ethos.
From home to Pro
With Decorating Centre Online's duel offerings, providing the highest quality decorating supplies to both home decorators and professional tradesmen, it was crucial that DCO could also operate under the name 'DCO Pro', a sub brand which would serve specifically the needs of decorating professionals. This brand carries through the same values and mission as DCO, but with an adapted look and feel which professionals. The unique look and feel of dcopro means that the logo and identity is just as iconic, however all the assets and materials serve the audience of decorating professionals.
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