Mayfield Case Study

Mayfield Case Study: November 2018

Project Overview:
Product: Double Canopy Wood Walking Umbrella
Client: Mayfield
Product Type: Auto Wood Walker Umbrella
Customisation Details: Logo print with a digital design on the inner canopy and a branded engraved handle ring

Background

Mayfield, a vibrant redevelopment project in Manchester, aimed to transform one of the city’s iconic industrial sites into a world-class urban neighbourhood. Positioned as a unique and ambitious project, Mayfield’s vision focused on creating an inspiring, inclusive space for residents, workers, and visitors alike. The marketing team behind Mayfield sought promotional materials that not only reflected this vision but also served as memorable, high-quality branding assets. They commissioned custom umbrellas as a distinctive way to visually convey the project’s essence—infusing the urban landscape with creativity and opportunity.

This case study outlines the steps taken to create an umbrella design that resonated with Mayfield’s ethos and met their high standards for quality and brand alignment.

Objective

Mayfield approached us with a clear objective: to design and produce a premium, aesthetically appealing umbrella that would reflect the project’s goals and values. The umbrella was not merely a functional item but an integral branding piece designed to capture the attention of the public. Given Manchester’s rainy climate, a custom umbrella was an ideal promotional choice—a product that would be visible, practical, and memorable.

Concept and Design Strategy

The design process was led by Mayfield’s goal of expressing both heritage and innovation. The double canopy wood walking umbrella was chosen as the base product for its classic look and durable construction. This model aligned with Mayfield’s brand, which emphasises respect for heritage and quality while introducing a modern urban aesthetic.

To make the umbrellas even more impactful, Mayfield decided on a double-canopy design, which allowed us to incorporate striking, high-resolution digital prints on the inside canopy while keeping the external look sophisticated and subtle.

Key Design Elements Included:

1. Exterior Canopy Design: The outer canopy was kept simple and refined to emphasise Mayfield’s brand identity. The top canopy was available in two colourways: navy blue and white. Each canopy displayed the Mayfield logo prominently along with the slogan, “creativity rains, possibilities pour,” reinforcing Mayfield’s creative philosophy.
2. Interior Canopy Design: The inner canopy featured vibrant digital prints that contrasted beautifully with the solid-coloured outer canopy. In the navy blue design, a bright, intricate floral pattern filled the inside of the umbrella. This unexpected pop of colour was intended to convey Mayfield’s emphasis on blending nature with urban landscapes and celebrating creative expression. In the white variant, the inner canopy displayed a striking purple graphic, which aligned with Mayfield’s brand colour palette and added a contemporary touch.
3. Branded Handle Ring: To further enhance the umbrella’s luxury appeal, an engraved metal handle ring was included. The handle ring bore the Mayfield logo, making it a subtle yet constant reminder of the brand. This small but significant detail exemplified the attention to quality and branding that Mayfield values.

Production Process

The production of these custom umbrellas involved close collaboration between Mayfield’s design team and our manufacturing partners. Every aspect, from the materials to the final engraving, was handled meticulously to ensure consistency with Mayfield’s brand.

1. Material Selection and Assembly: The wood walking umbrella model chosen is known for its resilience and classic aesthetic, which appealed to Mayfield’s emphasis on quality. The double-canopy construction was reinforced to withstand Manchester’s inclement weather, ensuring that the umbrellas were not only stylish but durable.
2. Digital Printing: The inside canopy design was digitally printed, allowing for high-resolution graphics that captured the vibrant colours and intricate details of the floral and graphic patterns. The digital print method also ensured that the colours remained vivid over time, even with regular use.
3. Engraving the Handle Ring: The metal handle rings were crafted with precision to allow for a clean, sharp engraving of the Mayfield logo. This attention to detail added a finishing touch that made the umbrellas stand out as premium products.

Impact and Results

The final product exceeded Mayfield’s expectations, offering both a practical item and a beautiful display of the brand’s values. These umbrellas were not only functional but also served as mobile billboards that promoted Mayfield’s brand identity across Manchester. The dual-layer design allowed each umbrella to make a striking impact, whether it was ope

n or closed.

Whenever a recipient used the umbrella, they showcased Mayfield’s message: “creativity rains, possibilities pour.” The slogan, combined with the unexpected pop of colour from the inner canopy, generated curiosity and engagement from the public. This unique touch transformed the umbrella from a standard promotional item into a conversation starter, allowing Mayfield to connect with the public in a meaningful way.

The feedback from users and Mayfield stakeholders was overwhelmingly positive. The umbrellas were praised not only for their aesthetics but for their durability and functionality. They became synonymous with the Mayfield project, visually reinforcing its brand and values in the community. The umbrellas were also prominently featured at Mayfield’s events, helping to create a cohesive, branded atmosphere that emphasized the project’s commitment to creativity and quality.

Conclusion

The Mayfield umbrella project demonstrates the potential of well-designed promotional products in building brand recognition and reinforcing brand identity. By opting for a high-quality, custom-made umbrella with unique features, Mayfield was able to convey its values of creativity, innovation, and heritage in a tangible way. This case study highlights how thoughtfully designed promotional items can transcend simple advertising to become cherished, memorable pieces that strengthen a brand’s connection with its audience. Through this project, we successfully helped Mayfield not only promote their project but also bring their vision to life in the form of a practical yet beautiful object.