The things I learnt working for a luxury brand
20 years ago last week (TWENTY YEARS!!) I started my job as Graphic Designer at Mulberry England.
I've been reflecting on why my experience at Mulberry had such an impact, teaching me essential skills and values as a young designer.
After several years working in London agencies, venturing into an in-house role was not without its concerns but my admiration for the brand led me to take the leap. It was one of the best decisions I made. Strolling up Bond Street with my coffee every morning, I was living my Sex and the City dream.
Working at Mulberry I not only discovered the excitement and energy of the fashion world but I fell in love with the elegance and class which defines a 'luxury' brand. I learnt the importance of protecting a brand’s heritage through simple, timeless design, craftsmanship, attention to detail and a commitment to quality - values which lay at the very heart of the Mulberry brand.
I joined the company at a really exciting time, just as they had gained enormous popularity from launching the iconic Bayswater bag and were also in the process of transitioning from a family run, Somerset-based leather goods business to a global company with ready to wear clothing lines.
The challenge we had as a marketing team was retaining Mulberry’s legacy, while staying relevant and appealing to a modern and diverse audience.
Working closely with designers, VM, PR and sales departments as well as the factory and store staff I had an insight into the whole business. Work ranged from press/sales invitations, press packs, look books, packaging, in store and POS to event graphics, and of course ensuring the extensive brand guidelines I'd created were followed consistently.
With the brand identity being so simple, the creativity came in the execution and capturing the brand's essence through well crafted, tactile design, such as, the use of beautiful paper stocks, indulgent print finishes and sourcing high quality packaging.
My favourite thing was always the invitations. I remember one made out of a fine cord card to represent a shirt in the collection, a screen printed poster made out of fine linen and another using wallpapers from the Mulberry Home collection.
The world has changed considerably since then and my professional journey has led me through many roles, but I always return to the joy I find in the storytelling experience and my love of print and traditional design.
These are qualities that will never lose their relevance.
My time at Mulberry proved to be invaluable. I got to live and breath the inside of a 'luxury' brand, saw what made it tick and the impact effective branding had during a period of rapid growth. Those values are ingrained in me now and I take them with me into every project I work on.
If your business could do with an injection of class, get in touch to discuss how I can help create a beautiful brand experience for your customer.