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YellowStoneDesign

A black swing tag on cotton string against deep grey buttoned velvet, the monogram embossed.

Project details

Client
YellowStoneDesign

To sell furniture made to order online, YellowStoneDesign got a monogram, a swing tag and a shop that put every fabric and size on the page.

The lockup on a pale wall in window light, Bespoke Furniture and Interiors beneath.

Brief

YellowStoneDesign builds every piece to order, so nothing it makes has one finish. The site had two jobs: sell a single chair to a stranger, and show a hotel commission to a developer.

The monogram in black on white: Y, S and D inside a fine double circle.
Zahra and Avenir set over black, rose gold, yellow and white.
Black business cards and a swing tag on pale marble, the monogram embossed on both.
A room set built on a studio floor for the shoot: an ochre buttoned sofa on a rug between two plaster walls.
A square of ochre velvet under a camera on a copy table, grey, olive and ink-blue swatches waiting beside it.
Two swing tags on pale marble, one face up with the monogram, one turned over with the price and contacts.

Colour

  • PrimaryJet#1C1C1C
  • SecondarySunstone#957165
  • AccentCitrine#FDD02F
  • GroundAlabaster#FCFCFC

Type

  • Aa, set in ZahraPrimaryZahra
  • Aa, set in AvenirSecondaryAvenir

Approach

  • Three initials

    Y, S and D in a fine double circle, embossed on cards and swing tags.

  • Shop beside the projects

    Someone buying a chair would never pass the hotel work, or a developer the sale.

  • Choices on the page

    Fabrics and sizes went beside the basket on every product page, not behind a phone call.

The Black Diamond Sofa page on a desktop in the showroom, grey sofas behind.

Result

Every chair, sofa, ottoman, bed and table went online with its own fabrics, and the basket took card payments. Nobody had to phone to choose a finish.

The shop on a phone on marble: sofas on white, yellow View Product buttons.
The Projects page on a laptop: a covered hotel terrace across the top.
The set in the studio for the shoot: an ochre chesterfield on a rug against a plaster flat, lights and a camera round it.
The Black Diamond Sofa page on a desktop in the showroom, grey sofas behind.
The shop on a phone on marble: sofas on white, yellow View Product buttons.
The Projects page on a laptop: a covered hotel terrace across the top.
Ochre velvet under a camera on a copy table, the next swatches waiting beside it.
The Black Diamond Sofa page on a desktop in the showroom, grey sofas behind.
The shop on a phone on marble: sofas on white, yellow View Product buttons.
The Projects page on a laptop: a covered hotel terrace across the top.

Credits

Design and build
Will Derman