A complete business launch and branding project for a new company entering the surface decor market. We provided full support from business planning to digital setup, creating a sophisticated platform serving both trade and retail customers with different pricing and product access.
Our search strategy delivered immediate market visibility for this new business, establishing strong search rankings for specific products and general category searches. These strong positions generated essential sales and customer acquisition during the critical early launch phase.
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 company, Atelius faced the tough challenge of building a brand from nothing in a competitive decorative surfaces market dominated by long-established companies. They needed to create a sophisticated platform serving both trade and retail customers with different prices, product access, and user experiences. Establishing quick digital visibility for a new business was critical for generating early sales and building momentum, requiring rapid search results in a market with strong existing competitors.
We provided comprehensive startup and growth support, from business fundamentals to brand creation and digital setup, focusing on creating distinct 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 conducted thorough market research finding gaps in the decorative wooden panels marketplace, identifying an opportunity for Atelius to position themselves between premium custom suppliers and budget-friendly retailers.
Our competitive analysis examined both UK and international suppliers, finding unique advantages that could set Atelius apart with both trade and retail customers.
We developed separate but linked positioning approaches for the two main audiences offering professional benefits and exclusivity for trade customers while emphasising quality and accessibility for retail buyers.
Our pricing plan created a tiered structure protecting trade profits whilst staying competitive in retail, with clear value differences between customer types.
We designed a multi-channel acquisition plan prioritising digital channels for consumer reach whilst using more relationship-based approaches for trade customers, maximising marketing efficiency during launch.
We created a comprehensive brand identity for Atelius balancing contemporary design with references to traditional craftsmanship, reflecting the timeless quality of their wooden surface panels.
Our logo development explored multiple ideas before creating a distinctive mark cleverly combining an “A” monogram with a subtle wood grain reference, creating immediate category recognition.
We built a sophisticated font system pairing a clean, architectural sans-serif for trade materials with a warmer serif for consumer-facing content, allowing subtle audience targeting through typography.
The colour scheme featured rich, natural wood tones accented with contemporary colours, creating a flexible system working equally well in technical documents and lifestyle marketing.
We created detailed brand guidelines covering logo use, typography, colours, photography direction, and tone of voice, ensuring consistent application everywhere from business cards to packaging.
We designed a sophisticated dual-path user experience cleanly separating trade and retail journeys whilst maintaining consistent branding across both customer types.
Our layouts used smart visibility logic showing different prices, products, and content based on whether users were verified trade or retail customers.
We created specialised product browsing experiences matching each user type’s needs—letting trade customers quickly filter by technical specs whilst giving retail users more inspirational, application-focused navigation.
The account creation and verification layouts were carefully designed to gather necessary trade information without friction, with clear explanation of approval and interim purchasing options.
We developed interactive models letting stakeholders experience the complete user journey for both customer types, testing the effectiveness of the dual-path approach before development.
We created a premium visual design system elevating Atelius above typical building supply companies, using professional product photography, architectural inspiration images, and clean, open layouts.
Our approach balanced inspiring lifestyle presentation with necessary technical information, creating visual paths serving both emotional and practical needs for different users.
We developed custom product showcase sections highlighting the material qualities and application potential of panels through excellent photography, 3D views, and contextual room examples.
The responsive design carefully maintained the dual trade/retail functionality across all devices, recognising different usage—architects researching on computers whilst retail customers often browse on phones. We created different visual treatments for trade and retail sections keeping brand consistency whilst subtly indicating intended audience through layout, information density, and images.
We built a sophisticated e-commerce platform with complex user permission systems controlling access to trade prices, exclusive products, and specialist content based on account verification.
Our development created custom product system with advanced filtering for both technical specs and aesthetic characteristics, serving different search behaviours of professional and consumer users.
We designed a secure verification process managing trade account applications through multiple approval stages, with automatic updates and temporary access options.
The content management system was custom-built supporting product information across multiple customer views, allowing efficient updates to shared product details whilst maintaining separate trade and retail descriptions and specs.
We included advanced e-commerce features like quantity-based pricing, custom shipping based on weight and size, and integration with fulfilment systems. Full analytics tracking monitored conversion separately by customer type, providing useful insights on both trade and retail performance.
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact Manchester Marketing Company with any enquiries. Our team is on hand to assist and will respond promptly.
Lorem ipsum dolor sit amet consectetur. Egestas bibendum est ultricies in dictum nibh fusce.
© 2025 Tristan James Enterprises LTD T/A Manchester Marketing Company – 13375416
