A complete launch and branding project for a new decorative surfaces business. We provided full support from business planning to building their website, creating a sophisticated platform that serves both trade and retail customers with different pricing and product access.
Our SEO strategy gave this new business immediate visibility in the market, with strong search rankings for both specific products and general category terms. These strong search positions generated important sales and new customers during the critical early stages of the business.
I’ve worked with Tristan and the team on more than one website. The service provided has been excellent on both occasions for website building, SEO and other services. Highly recommended if you’re not sure where to go!
Managing Director, Atelius
As a new business, Atelius needed to build a brand identity from scratch in a competitive decorative surfaces market with many established companies. They needed to create a platform that could serve both trade and retail customers with different pricing structures, product access, and user experiences. Building immediate online visibility for a new business was essential for getting early sales and building momentum, and this required fast SEO results against established competitors.
We provided complete support from startup to growth, from business planning to branding and website building, with focus on creating different experiences for different customer types.
National search marketing campaign targeting specific products
National Google Ads marketing campaign targeting specific products
Complete identity with logo, guidelines, and collateral
Bespoke website with separate trade and retail journeys
We carried out thorough market research to find gaps in the decorative wooden panels market, discovering an opportunity for Atelius to position themselves between premium custom suppliers and budget retailers.
Our competitive analysis looked at domestic and international suppliers, identifying what made Atelius different in both the trade and retail markets.
We created separate positioning strategies for the two main customer types—offering professional benefits and exclusivity for trade customers while emphasising quality and accessibility for retail buyers.
Our pricing plan created a tiered structure that protected trade profit margins while staying competitive in retail, with clear value differences between customer groups.
We built a multi-channel marketing plan that focused on digital channels to reach consumers while using more personal approaches for trade customers, maximising marketing efficiency during the launch phase.
We developed a complete brand identity for Atelius that combined modern design with references to traditional craftsmanship, reflecting the timeless quality of their wooden surface panels.
Our logo design explored multiple directions before creating a distinctive mark that cleverly included both an “A” monogram and a subtle wood grain pattern, creating immediate category recognition.
We created a typography system pairing a clean, modern sans-serif for trade-focused materials with a warmer serif for customer-facing materials, allowing subtle audience targeting through typography.
The colour palette featured rich, natural wood tones accented with modern design colours, creating a flexible system that worked equally well in technical documents and lifestyle marketing.
We created comprehensive brand guidelines covering logo usage, typography, colours, photography direction, and tone of voice, ensuring consistency across all materials from business cards to packaging.
We designed a sophisticated dual-path user experience that separated trade and retail journeys while keeping a consistent brand experience across both customer types.
Our wireframes used logic that showed different pricing, product availability, and content based on the user’s account verification status.
We created specialised product browsing experiences for each customer type—allowing trade customers to quickly filter by technical specifications while giving retail users more lifestyle and application-focused navigation.
The account creation and verification wireframes were carefully designed to collect necessary trade information while keeping the process simple and clear, with easy explanation of the approval process and options for temporary purchasing.
We developed interactive prototypes that showed the complete user experience for both customer types, allowing the team to test the dual-path approach before building.
We created a premium visual design system that positioned Atelius above typical building supply companies, using professional product photography, architectural imagery, and clean, spacious layouts.
Our design approach balanced lifestyle presentation with necessary technical information, creating visual paths that served both emotional and practical needs for different customer types.
We developed custom product showcase components that highlighted the material qualities and application possibilities of decorative panels through high-quality photography, 3D visuals, and room settings.
The responsive design system was carefully built to maintain the dual trade/retail functionality across all devices, recognising different usage contexts—architects often research on desktop while retail customers frequently browse on mobile. We created different visual treatments for trade and retail sections that maintained brand consistency while subtly showing the intended audience through layout, information density, and image selection.
We built a sophisticated e-commerce platform with complex permission systems that controlled access to trade pricing, exclusive products, and specialised content based on account verification status.
Our development created custom product catalogue functionality with advanced filtering for both technical specifications and aesthetic characteristics, serving the different search behaviours of professional and consumer users.
We created a secure verification workflow that managed trade account applications through multiple approval stages, with automated notifications and temporary access options.
The content management system was custom-built to support product information across multiple audience views, allowing efficient updates to shared product details while maintaining separate trade and retail descriptions and specifications.
We added advanced e-commerce features including quantity-based pricing tiers, custom shipping calculations based on weight and dimensions, and integration with fulfillment systems. Comprehensive analytics tracked conversion performance for both trade and retail journeys, providing actionable insights on how both customer types were performing.
Contact Bristol Marketing Company with any enquiries – our team is on hand to assist and will respond promptly.
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© 2025 Tristan James Enterprises LTD T/A Bristol Marketing Company – 13375416
