Lee Longlands: Unveiling a Refreshed Brand Identity

Founded in 1902, Lee Longlands is a premium, family-run, independent furniture retailer with a rich heritage. Headquartered in Birmingham, the brand has seven showrooms throughout the UK and is renowned for its high-quality offering of ‘wonderfully different’ furniture and accessories.

Ahead of the opening of its new Peterborough showroom, Lee Longlands approached us for support with the store opening. The team wanted to drive excitement and engagement around the new showroom.

Additionally, Lee Longlands was seeking to revitalise its branding and seasonal brochures and enhance its visibility and awareness in the crowded interiors marketplace.

The Brief

The opening of its new Peterborough store marked an opportunity to engage with a new audience in a different region, but it also presented challenges; attracting attention and driving footfall and excitement.

The launch of the new store provided an ideal moment to re-evaluate the brand’s existing materials ahead of the autumn campaign. It was an opportunity to create a brand experience that better reflected the quality of its products, while engaging and inspiring customers consistently across the stores, digital and print channels.

Strategy and Execution

Cool Blue collaborated closely with the in-house team to devise and deliver a comprehensive launch plan spanning advertising, influencer activity, printed mailers, social media and event management.

Design Work and Creative Concepts

Our in-house design team devised and delivered creative concepts for Lee Longlands AW25 and SS26 campaigns; translating its ‘wonderfully different’ tagline into tangible brand visuals that could be applied across printed mailers, digital channels, window coverings and advertising creative.

Drawing on these creative concepts, we produced a design-led, aspirational brochure mailer that inspired customers with five distinct interior looks, while introducing Lee Longlands’ first own-brand photography campaign. We also worked closely with the team to refine a confident, authoritative and design-led tone of voice, creating copy that reflected the brand’s positioning.

For customers in and around Peterborough, the mailer served as an introduction to the Lee Longlands brand while offering an exclusive preview of the opening event. To support the launch, we also developed creative for advertisements placed across key local media titles.

Our goal was to build anticipation, strengthen brand awareness and drive footfall across Lee Longlands’ existing store network, as well as to support the launch of the new Peterborough showroom.

Spring / Summer Photography

Taking insight and inspiration from customer buying habits, fashion and the world around us, we supported the client with the launch of seasonal design trends, and created a suite of assets, including photography and a lookbook to position Lee Longlands as a forward-thinking design brand.

From initial creative concepts for each of the seasonal looks to attendance and art direction at the shoot, we played a key role in the creation of a new visual asset library.

These assets have since been rolled out across the brand’s seasonal mailers, website and social media channels, refreshing its visual identity and establishing a distinctive brand handwriting that differentiates Lee Longlands from its competitors.