Launching the Minale + Mann Brand For Luxury Design
Welcome to Engage, your portal to better marketing

by Gabrielle Richardson

We were delighted to launch a new brand and website for an exciting client called Minale + Mann at the end of May. Less than two months after the launch, we’re pleased to report some excellent early results.

M+M new logo

Minale + Mann is an award winning London based design studio who offer a range of architectural and interior design services to both residential and corporate clients. Looking to increase leads from their target audience of high networth individuals in affluent areas of London, we undertook a rebrand project, website design and build and digital marketing overhaul for them.

The new Minale + Mann brand and website needed to ooze luxury. The client have outstanding quality case studies with beautiful imagery, which the old website failed to communicate. The goal of the rebrand project was to improve lead generation; raising Minale + Mann’s digital profile and generating more high quality leads. To ensure that they continue to drive leads after the website launch, Minale + Mann committed to an ongoing digital retainer with us. Click here to see the old Minale + Mann website to better understand how we transformed their brand.

Brand

Having grown up considerably in the 12 years since its inception, the pre-existing brand didn’t reflect the exceptional standard of work that Minale + Mann now produce, nor the ‘refined industrial’ style that they channel for their projects.

Our creative team worked extremely closely with founder Sebastian Mann to determine a brand colour, settling on a very dark blue that gives a high end, luxury feel. Following this, they looked at reinventing the M+M icon into a sleek, perfectly aligned ‘double M’ that can be used across all of Minale + Mann’s marketing collateral. Our team demonstrated how the logo can be used across a variety of different situations: on the website, on printed materials and even on their construction team’s high vis jackets.

M+M brand colours

Click here to view the full Minale + Mann brand guidelines.

Website

Minale + Mann trade off of their portfolio so visually showcasing the outstanding quality of their work online is vital, and something that the pre-existing website simply did not do. Each case study on the new website opens with a full screen hero image or video. After a short summary of the project, additional images ‘peel’ onto the screen, capturing the user’s attention, encouraging them to continue scrolling through the page. Where video is used, it’s subtle, often capturing how light falls across a space, a feature that is key to Minale + Mann’s design ethos.

M+M-5

Exceptional attention to detail is of paramount importance to Minale + Mann and encapsulating this online was one of our challenges. We introduced features such as a vertical line that sits adjacent to text and draws in as the user scrolls. If a user hovers over a call to action button, the Minale + Mann brand colour fades in, encouraging the user to click.

Two different menus allow the user to navigate through the website, a traditional burger menu for quick access to relevant pages and a ‘zoomed’ navigation which allows the user to flick through the pages magazine style.

M+M-4

Digital Marketing

Key to our website projects is ensuring an increase in search engine visibility.

We undertook a thorough analysis of Minale + Mann’s competitors and target keywords to put together a digital strategy. Once this was in place, we optimised the new website to appear highly in Google for key search terms.

Our digital marketing efforts paid off and immediately after launch, there has been a jump in keywords that Minale + Mann rank for. The blue line on the graph below indicates the launch of the new site. Purple represents keywords on page 2, green is positions 4-10 on page one, and light blue is the top 3 positions.

keyword improvement

The new website has seen a decrease in bounce rate and a huge increase in session duration, most notably on mobile, which has gone up by 163%. For Minale + Mann’s cash rich, time poor target market, mobile is a key device type that we wanted to focus on. We’ve also seen a big jump in session duration, with users spending on average between 3 and 5 minutes on each page. Not only does this show excellent user engagement, this will have a positive impact on Google search rankings, which favour websites with high dwell times.

M+M-3

Over the coming months we will continue to review and further optimise the Minale + Mann website to continue to drive high Google rankings and a strong conversion rate. And we’re delighted to say that business owner Sebastian Mann is as pleased with the results as we are.

“I want to say a huge thank you to all of you, for all your hard work, effort, and attentive care over our Minale + Mann website.

I know it’s been very involved; more involved than we’d all anticipated! I am also very aware of my perfectionist traits, and the ‘involved’ knock-on effects that brings! That being said, just look at what has been achieved: this has to be one of the sexiest, most sleek, graphically beautiful, efficiently performing websites out there! In other words......it’s ‘s*** hot’!

I am seriously thrilled with it, and Jennie and I are very excited about going live today!"

Sebastian Mann

M+M-2

If you’d like to get in touch to discuss how we can make a difference to your business, get in touch. We’re looking forward to hearing from you.

info@plugandplaydesign.co.uk

0203 733 4172

  • Gabrielle Richardson

    Gabrielle Richardson

    Operations Manager