Bailey is an Australian start-up business aiming to cement itself as the international leader in luxury bedding. Traditionally luxury products are associated with long-established, family-founded European brands. Australia is not a country with a reputation or credentials in this sector. Bailey’s identity had to convincingly position the company as worldly and established, a producer of the highest quality products.

To compete against marketing budgets and credentials of global luxury brands we designed the brand to feel established and worldly. Bailey is named after the owner, in the tradition of design dynasties such as Cartier. Like Chanel or Montblanc, the brandmark is essentially symmetrical. Coupled with a series of perfectly curated images symbolizing craftsmanship and luxurious quality, Bailey was showcased in beautiful large format posters.

Sales meetings were secured with 100% of the architects and designers who received the initial pieces of marketing collateral.