Harrison Spinks lookbook.
To help maximise Harrison Spinks’ profile via PR, Pure recommended creating a lookbook for the luxury bed maker, in order to effectively showcase the brand’s latest collections to key journalists and influencers. There were a number of key messages that needed to be communicated throughout the lookbook.
Firstly, Harrison Spinks is the only bed maker in the world to own its own farm on which it grows natural materials for use as mattress fillings. Secondly, Harrison Spinks manufactures superior mattresses under the Harrison and Somnus brands – two very distinctive collections with different propositions.
Client Name
Harrison Spinks
Website
Due to the varying messages that needed to be highlighted in the one document, our graphic design team crafted a simple, concise lookbook design that let the beds speak for themselves. Providing a brief overview of Harrison Spinks and its brands at the beginning of the lookbook, Pure was able to effectively communicate associated messages on each collection, with all copy being drafted by Pure’s copywriting experts.
Following this introduction, the lookbook was then split into two sections – one dedicated to Harrison and the other focusing on the Somnus range – in order to clearly illustrate the beds within each collection. Photography was most definitely the focus of this lookbook – pages featured full colour images of the beds within the Harrison and Somnus collections expertly styled in different bedroom environments, showcasing to readers the versatility of each mattress collection.
Pure’s skilled copywriters also got to work on drafting engaging captions for each image, highlighting the attributes of each bed and providing tips on how to perfectly style each model.
When it comes to creative print design it’s not just about how the pages look – choosing the right paper stock is vital to enhancing the impact of a brochure. Printed on heavy stock, coated card with a matt art finish, the Harrison Spinks lookbook looks and feels as premium as the mattresses featured within its pages. Once printed, Pure’s PR team got to work issuing the lookbook to hundreds of its key journalist, blogger and social media influencer contacts.
This was a mammoth task – with more than 500 people receiving the lookbook – but Pure’s PR team handled everything from packaging up each lookbook and sending the personalised packages out to the relevant contacts, to liaising directly with key lookbook recipients in order to secure coverage on both the Harrison and Somnus ranges. The success of the lookbook was unprecedented – Pure received numerous requests for images and information on the Harrison and Somnus collections from from print magazines, online outlets and bloggers, including House Beautiful, Country Home & Interiors and Period Living to name but a few. This resulted in coverage appearing across a number of key media outlets, including Your Home, Country Living, The Sunday Times and on the Well, I Guess This Is Growing Up blog to date.