iDesign Gold

Introduction

iDesign Gold is a luxury smart-wear brand specializing in personalised gold-plated smart devices. They personally service the world of high net worth individuals, celebrities and elite sports professionals.

Year

2022

Industry

Luxury Fashion

Scope of work

E-Commerce / Comms / Content

Timeline

12 Months

Year

2022

Industry

Luxury Fashion

Scope of work

E-Commerce / Comms / Content

Timeline

12 Months

Overview

We refined their brand identity and digital experience to align with the expectations of the luxury fashion market

We believed a customised 24K Gold iPhone should hold the same prestige to an outfit as a Rolex does.

In our eyes, this product was more than a simple customised device.

It was an essential fashion statement.

We spent the next 16 months working closely with their founder Ben, to shape the brand into a status symbol for elite performers seeking to stand out with a creation that was unmistakably their own.

Results

Key Performance Indicators

Generated £174K+ revenue from Q1 eCommerce launch
Organic Instagram growth from 72K to 174K followers
Email subscriber list increase by 15K+

Challenges

During our early conversations we identified critical barriers to growth

IDG had a stunning product, but lacked a cohesive luxury identity

They were generating momentum within Ben's private network, however their online presence was lacking quality and finesse.

Their social content had no clear strategy or storytelling behind it, their visual style and tone of voice both looked and sounded unprofessional.

Overall, the brand experience fell way short compared to other brands within their niche.

Most crucially, iDesign Gold had an outdated sales system.

IDG relied solely on manual design consultations with clients, which was often a lengthy process spread across multiple days with many painful back and forth conversations and photographs of hand drawn designs.

This process felt completely out of place for a luxury fashion service. It was amateur at best.

Clients were expecting a smooth and seamless sales process, instead they were met with inconsistent communication and left hanging whilst Ben's assistant was drowning in the extra workload.

We identified how the limited digital infrastructure was building friction and creating a bottleneck between brand image, sales and growth.

We outlined how IDG could potentially lose massive amounts of market share and revenue over time to his competitors who already had scaleable e-commerce systems in place.

IDG had a stunning product, but lacked a cohesive luxury identity

They were generating momentum within Ben's private network. However their online presence was inconsistent. Their visual style and tone of voice looked and sounded unprofessional. Their image felt out of integrity within the world of luxury fashion.

Ben also had an outdated sales system.

This process felt completely out of place for luxury fashion. It was amateur at best. We could see a clear bottleneck creating friction between sales and growth.

Clients were expecting a smooth and seamless sales process befitting of a luxury brand, instead they were met with inconsistent communication and left hanging whilst Ben and his assistant were drowning with the extra workload.

Ben was a great representative of the brand.

One day he could be in Dubai meeting Floyd Mayweather, the next he could be in France meeting the PSG first team.

Great optics for anyone on social media.

However behind the scenes, there was limited digital infastructure.

He was loosing massive amounts of market share and potential revenue to his competitors who had scaleable e-com systems in place.

There was no commercial benefit to going viral with a celebrity connection if he couldn't capitalise on the traffic and convert it into sales.

Voice

Firstly, we elevated their brand voice from the overexplainer to the undisputed authority

Previously, IDG's communications were heartfelt but often lengthy.

Whilst sincere and personal, this approach didn't align with the sharp elegance expected in the luxury market.

We shifted the brand's tone from a heartfelt founder to one of confident brevity, simply allowing the quality of the brand to speak for itself.

To reinforce this, we introduced key messaging guidelines:

Authority over humility – We eliminated apologetic or overly thankful language. We leaned heavily into their newfound prestige.

Concise, confident communication – No long explanations, just direct, powerful statements, befitting of a true champion.

Luxury through minimalism – Less is more. Every touchpoint across social and ecom was designed for luxury through minimalism.

Content

Secondly, we overhauled their social content strategy to make their brand feel at home within the luxury fashion market

We managed and faciliated:

Studio-quality product photography & videography
Showcasing personalised products in luxury travel destinations.

Exclusive 'Behind the Brand' content
Capturing meet and greets and personalised product handovers to high-profile clients.

Founder lifestyle content
Sharing Ben’s personal journey and his growing reputation amongst elite sportspeople & high network individuals.

Positioning

Shortly before Liverpool FC's Champions League final, Ben was ready to deliver a range of personalised 24k gold iPhones to the entire first team

We joked that his Irish heritage made him the one delivering the 'lucky charms' needed to secure the trophy.

The following night, Liverpool lifted the UEFA Champions League trophy in Madrid, and with it, a crowning statement for iDesign Gold's new identity was born:

“Everything we touch turns to gold”

From that moment, owning an iDesign Gold creation was solidified as a prestige status symbol, reserved only for those at the top of their respective game.

Competitors could replicate a gold device with customised engraving, but they could never replicate the fact that IDG known for being in the back pocket of the sporting elite.

This viral moment elevated iDesign Gold into a league of it's own.

Strategy

With growing competition we amplified their clear advantage: Ben's positions of trust with elite sports professionals

When people saw a gold smartphone in the hands of their favourite celebrity, we wanted the instant association to be:

"That's from Ben at IDG"

Ben's founder story is nothing short of inspirational, from being homeless seeking council accomodation in Ireland to standing besides Messi in his Miami penthouse.

In the age where influencers can be bought for a cheap promotional post, seeing Ben personally deliver his product and shake the hand of a global superstar in the comfort of their own home could not be mistaken for anything other than a position of extreme trust and authenticity.

By personally bringing their audience behind the scenes and putting a face to the brand we effectively separated IDG from it's copycat competitors.

If elite sports stars were choosing iDesign Gold - why would you choose any different?

The more we shared Ben's personal journey, the wider we opened the door to a whole new market segment: High Networth Entrepreneurs.

His rags to riches backstory and current success became an aspirational ethos for many entrepreneurs who believed they too were destined for greatness and aiming to be the apex of their own industry.

While competitors caught the eye, iDesignGold captured trust.

E-Commerce & UX

Finally, their transformation was complete with the creation of their first
e-commerce platform, complete with an interactive design customisation tool.

A key success of iDesignGold’s transformation was the creation of their e-commerce platform complete with an interactive design customisation tool.

Luxury buyers expect a flawless high-end sales experience.

At the time, IDG relied on back-and-forth email design consultations which felt slow and out of sync with the standards of luxury retail. It created friction between the buyer, extended the sales process and was difficult to maintain.

For a clientele expecting to purchasing whatever they want, whenever they want — IDG fell way short.

For us, it was critical to shape the 'IDG experience' and lead the market with a digital solution that blended simplicity, speed and quality together.

Over the next 3 months we designed and developed an
e-commerce store complete with an interactive customise design tool

Functionality included:

Select your device type
Choose from premium plating options (Gold, Silver, Rose Gold)
Add designs for engraving using an simple design tool
Instantly preview a high-resolution mock-up before check out

This experience wasn't just functional — it was seamless

We removed friction, gave users creative control, and delivered instant gratification.

Most importantly, it aligned perfectly with the expectations of discerning buyers, and set iDesignGold as the leader in the market.

Luxury buyers expect a flawless high-end sales experience.

For a clientele expecting to purchasing whatever they want, whenever they want — IDG fell way short.

For us, it was critical to shape the 'IDG experience' and lead the market with a digital solution that blended simplicity, speed and quality together.

Over the next 3 months we designed and developed an
e-commerce store complete with an interactive customise design tool

Functionality included:

Select your device type
Choose from premium plating options (Gold, Silver, Rose Gold)
Add designs for engraving using an simple design tool
Instantly preview a high-resolution mock-up before check out

This experience wasn't just functional — it was seamless

We removed friction, gave users creative control, and delivered instant gratification.

Most importantly, it aligned perfectly with the expectations of discerning buyers, and set iDesignGold as the leader in the market.

Promotional Launch

We launched the new IDG store with an outrageously simple influencer campaign

We launched the IDG store
with an outrageously simple influencer campaign

It started with a single mystery-building Instagram story posted by current celebrity clientelle.

A simple teasing photo a 24K gold device, a launch date, and a link.

No lengthy or complicated multi channel, push pull, pain point, marketing psychology thesis.

Just a beautiful product photo simply stated.

We relied heavily on the influence of the celebrity clientele sharing the campaign to create the buy in for us - and it worked.

Traffic was funnelled to a pre-sale sign up page via a 'swipe up' link where early access could be secured via email.

We generated over 12,500+ email signups across a 14 day period.

When the site went live, we hit a single send to our pre-launch list and the results spoke for themselves.

£174K+ in revenue (90 day period)—a direct result of strategic brand positioning, exclusivity, and demand generation.

It started with a single mystery-building Instagram story posted by past celebrity clientelle.

A simple teasing photo a 24K gold device, a launch date, and a link.

No lengthy or complicated multi channel, push pull, pain point, marketing psychology thesis.

Just a beautiful product photo simply stated.

We relied heavily on the influence of the celebrity clientele sharing the campaign to create the buy in for us - and it worked.

Traffic was funnelled to a pre-sale sign up page where early access could be secured via email signup.

The effort garnered over 12,500+ email signups across a 14 day period. When the site went live, we hit a single send to our pre-launch list and the results spoke for themselves.

£174K+ in revenue within the first week—a direct result of strategic brand positioning, exclusivity, and demand generation.

Client Testimonial

"A creative partner who genuinely understood where we wanted to go and knew how to get us there"

"Working with Jonny felt like having a creative partner who genuinely understood where we wanted to go and knew how to get us there.

From our identity to our systems and launch strategy, every element was designed with purpose. He helped identify our blind spots, crystallise our vision and deliver work that not only looked and felt world-class, but most importantly paved the way for our future success.

If you're serious about achieving your business goals, this is the man you want beside you."

Ben Lyons, Founder of iDesignGold

Reflection

Since our partnership, Ben & iDesign Gold have continued to reach new heights in their pursuit of greatness

They have grown to over 2M+ Instagram followers

They are sponsoring major sporting events, including recent UFC PPV fights and have expanded their international client base to the UAE, F1, NBA, NFL and the PGA Masters.

They recently transitioned from a personalised DTC model to an private invitation-only sales process, making their brand even more desireable and exclusive, even to the elite.