Willis & Gambier has revealed a new visual identity, a supporting website, and the complete overhaul of its product photography.

The WG team (which was acquired by Birlea last summer) has been working on this marketing investment for the past six months. The launch comes with a comprehensive digital retailer support package.

Steve Armitage, WG design director, comments: “We felt black and white was simple, timeless and signifies a new start for the brand. The font and overall look and feel is now much sharper and better complements our product evolution.

“This look is echoed in the design of the new website too, and imagery. The new site is much simpler to use whilst featuring much more product detail, which is being demanded by today’s consumer, who is becoming much more tech-savvy in a constantly evolving digital environment. Research shows that consumers spend a significant amount of time researching online before they even step into a real store, so it was essential that we invested in a website which is much more reflective of the products and appeals to the right audience.”

WG is also ensuring the new brand and imagery will be easy for stockists to roll-out, as a new PIM (Product Information Management) portal has been created for retailers with easy access to imagery, logos, brand guidelines and POS.

Steve adds: “Every product, every range is being re-photographed with new styling, and optimised to ensure everything is aligned with the new brand – all of which are now available to our retailers at a click of a button though PIM.”

Jake and Joe Magill, joint MDs at Birlea, add: “It was an important step to invest and show the WG brand has changed and to look towards the future. This is a massive investment in WG but we feel it is essential to support the roll-out of new products and the new look WG, widening its appeal and attracting a wealth of new consumers.”