Deakin & Francis – The Collection

Founded in 1786, Deakin & Francis quickly became a byword for quality handcrafted cufflinks. D&F cufflinks have featured everywhere, from being donned, by the rich and famous, to Harrods own branded cufflinks and more recently, being commissioned to feature in the film ‘Kingsman’. Our task was to evaluate its heritage, potential and appeal, and to define a brand and communications strategy to deliver the success and awareness this brand’s heritage and potential deserved.

Working with the management team, our first task, after the brand identity, was to define a core range of cufflinks and promote in a high end publication, so we could reposition D&F for a more discerning and appreciative audience, many of whom were unaware of the brand’s heritage, quality and reputation.

After much analysis, we defined the framework for the strategic pieces to go forward. Layered into this framework, we created a look and feel for each of the product areas, that represented the metal/alloy finish along with minimal language and information. Supported by considered lifestyle and manufacturing photography – the quality standard required of the finest cufflink manufacturer in the world.

Finally as we began to design the piece, we were able to bring these elements together to create a powerful, dynamic look with great attention to detail, where it mattered.

Share on facebook
Share on twitter
Share on linkedin

Related Projects

Related Projects


One of the main challenges was creating a new CMS, that would give greater flexibility, versatility and control to all the sales staff up and down the country. At the same time making sure it was future proofed.

read more

JQ Bid – Proposal

A gritty look is used to capture the diverse working industry, whilst a vibrant and colourful look is used to create the emotion of events that take place.

read more