Ironsong, LLC

Every project is unique. My favorites are often those I that are the most challenging. The ones that call on my extended experience in brand information architecture.

Ironsong, a side venture owned by my entrepreneurial, and younger brother Martin, required a rethinking and a fresh start.

The logo to the right was my visual starting point. A suitable mark for the product, but regretfully not available to us in a scaleable format. This trademark is also focused entirely on the product and not on the company brand, Ironsong, which I felt was uniquely valuable.

BEFORE

Ironsong Parent Brand:

Feeling as though the company identity was underdeveloped and the brand architecture could benefit from the addition of a parent tier, I developed the Ironsong company trademark

A brand is a story. And although most company's aren't selling their brand or logo, the company or corporate tier of Brand information, at the very least, is the equivalent of "Once upon a time". When it is absent, it leaves the audience with a gap in thei story.

AFTER

Brand Architecture Challenge

The initial challenge was to establish a cohesive brand identity for Ironsong International, LLC. The parent company name was underutilized, and the product name "Wine Chime" limited marketability. My solutions included:

Designing a new logo for Ironsong International, LLC.
Renaming the product to "Toasting Chime" to broaden its appeal.
Changing the domain to "toastingtones.com" to emphasize its celebratory nature.
Redirecting the old domain to maintain SEO metrics.

By making these adjustments, we elevated the parent company's position, redefined the product category, and improved the overall brand architecture.

Implementing these changes should make the content more engaging, readable, and impactful.

Merchandising Structure Challenge

Merchandising Structure Challenge Effective marketing starts with understanding the product. Ironsong lacked a clear merchandising structure, impacting marketing and communication.

Solution:

Created a detailed taxonomy for product classification.
Reduced product categories from sixteen to five for streamlined navigation.
Reorganized web pages and content blocks for better merchandising and marketing efficiency.

Results: The improved structure facilitated easier customer navigation and more effective marketing.

Visual Merchandising Challenge

Quality visual representation of products is crucial for sales success. Ironsong needed high-quality product visuals but had budget and time constraints.

Solution:

Utilized 3D modeling and rendering to create accurate, scalable product representations.
Produced both photographic-style renders for product representation and line-style renders for diagrams.

Results: The 3D models provided a flexible and cost-effective solution for high-quality visual merchandising.

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