Digital campaigns woven around a British design icon
Client
Brintons
Country
United Kingdom
Disciplines
Campaigns
Digital Design
Sector
Manufacturing & Industrial
Established in Kidderminster in 1783, Brintons is one of Britain’s most celebrated manufacturers of luxury woven carpets. Renowned for its Axminster and Wilton designs, the company combines in-house creativity with specialist manufacturing, inspecting every carpet by eye twice and finishing it by hand. Its long history includes pioneering the now widely adopted 80% wool and 20% nylon blend, while its carpets have furnished royal residences, landmark hotels and interiors around the world.
The brief
Brintons asked BakerWilcox to support its digital advertising activity through the creation and rollout of campaign artwork across a range of online media placements. The commission included site takeovers, display banners and supporting digital assets produced to the specifications of individual publishers and media partners.
The execution
We translated Brintons’ rich visual world of pattern, colour and interior design into digital advertising with the presence to command attention online. Large-scale room photography and detailed carpet imagery were combined with restrained typography, allowing the quality and character of the product to remain at the centre of each execution.
The campaign included high-impact site takeovers alongside a broad suite of banner formats. Each layout was reconsidered for its particular dimensions, adjusting image crops, scale, messaging and calls to action so that the creative remained clear and compelling across everything from expansive homepage placements to narrow display units.
Digital formats presented a particular challenge for a product defined by material, texture and fine detail. Careful image preparation, colour management and sharpening helped preserve the richness of the woven designs on screen, while animation and sequencing were used where appropriate to reveal collections and messaging without overcrowding the available space.
We prepared and supplied the finished artwork in line with the technical requirements of each publisher, managing multiple sizes, file weights and deadlines across the media plan. The result was a coordinated digital campaign that gave Brintons a premium and consistent online presence while allowing the craftsmanship of its carpets to remain the hero.
Brintons creates products with extraordinary depth, texture and detail, qualities that can easily be lost within the confines of digital advertising. The pleasure of the project was finding ways to preserve that richness on screen, using scale, composition and carefully controlled imagery to give the campaigns the same confidence and luxury as the carpets themselves.
KELLY WILCOX
