Grace & Favour is a high-end multidisciplinary design & build family firm that specialises in transforming luxury residential and retail spaces — homes with individual style and wow factor; stores that feel welcoming, warm and engaging.

Nephew partnered with Grace & Favour to create an identity that oozes high-end luxury combined with a fashion-conscious aesthetic.

You may have heard of the name before: Grace & Favour is an idiom meaning 'Property owned by a sovereign which is gifted, free of charge, to an individual the sovereign wishes to express gratitude'. The spirit of this phrase is weaved into the company's reason for existence — to do business so well, it allows Paul, the company's founder, to gift a property to his daughter; aptly called Grace.

Paul and the G&F team are extreme connoisseurs of taste. Fashion-conscious and meticulous in detail, the company's identity needed to embrace minimalism and class, supporting the level of interior design and build work that the company produces.

We embraced the challenge, creating a identity system built with restraint and sophistication.

We treated the new identity like a fashion brand with the ultimate thought that if the company is presented like a luxury fashion outlet, prospective clients would be inspired.

The logo consists of a simple wordmark that can be reduced down to a simple G&F monogram that acts like a kitemark, or stamp, of quality. This monogram features on workwear, clothing and merchandise.

The rest of the identity is all built around restraint whole harnessing traditional principles of interior design. G&F is identified by just three signature colours: black, off-white and copper. Black and off-white provide a neutral foundation, while the metallic copper accent adds a subtle touch of class.

The type system utilises two cuts of the Instrument type family. Instrument serif grounds the identity in tradition (many G&F design and build projects are on properties using heritage materials), while Instrument Sans provides a balance of modern contemporary.  

Communicating what G&F do, how they do it and how they achieve clients goals was always the critical mission of the project. We started with brand, but delivering online was always the major objective. G&F are not just interior designers and they are not your typical bricks and sledgehammer construction team, either. We had to get the perfect pitch.

The two Paul's (Bergin at Nephew; Lambert at G&F) worked in collaboration to surface the right content to carefully explain G&Fs approach and why they are the best fit.

We created a website that isn't run-of-the-mill. Horizontal scrolls, auto-playing embedded video, interactive moments of delight and a project space that delivers impact.

The whole site was built in Webflow, with a CMS attached, allowing the G&F team to add new pages and content when they needed to.