Creating this brief on behalf of a young (ish, 34) Master Carpenter and Joiner based in the south east of the UK who builds bespoke kitchens, wardrobes and furniture, as well as staircases and structural building work like loft conversions and extensions. I also manage larger projects like full house renovations and have a network of builders and trades people that I have hand selected over the years that I bring in to do jobs.
My key demographic is young professional homeowners (27-45) in and around south London and Surrey. They have a strong sense of style and taste, are ambitious in their renovation projects – taking on loft conversions and basement conversions and often overhaul their entire property at once. They research extensively and will often use platforms like Pinterest and design blogs to narrow down a vision for their home and expect to be able to work with me to make their ideas work for their space, taste, needs and budgets.
Often bespoke kitchen and carpentry companies are fairly formal and classic in their branding and seem to be targeting the older/grey market – the imagery they feature is from very large houses in the home counties and they look (and are) very expensive, working on top of the range projects. Whereas we’d like to continue to target and attract the young professional market, with a mid-range budget, but still have money to spend, a strong sense of style and know what they want.
I feel there is an opportunity to ride on the current trend for / lean towards artisan / bespoke / craftsmanship and hope that can be brought to life in the branding and website. I believe one of my USPs is that I am a Master Carpenter and Joiner, having studied to that level (rather than just carpentry) and I am also not just technical but artistic and visual - working in partnership with the client to take their brief and create something that is a balance of function, using the space as wisely as possible as well as being visually beautiful and inline with their specific taste and look of their property.