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Golding Young

The brief: Evolutionary rebrand and production of guidelines and templates for suppliers and publications to use when creating marketing materials

Golding Young 150 year catalogue
Golding Young Christmas card
Golding Young brand guidelines
Golding Young brand guidelines detail


Golding Young is an auctioneers with four salerooms in Lincolnshire. The company dates back to 1864 and is headed by chartered auctioneer and BBC antiques expert Colin Young, who advises on programmes such as Bargain Hunt and Flog It. Golding Young has specialisms in fine art, Asian art, automobilia and commercial sales & asset management and has a growing market in the Far East.

Setting the standard

POP was commission by Golding Young to create a new identity that would elevate the standard of its marketing materials, allow it to split out its various specialisms and be presented as a toolkit for suppliers and publications to ensure consistent use.

POP created an identity to elevate the standard of marketing materials

This would allow Golding Young to target its specialist areas individually and prevent the uncomfortable partnering of fine art pieces and construction machinery from commercial sales alongside each other.

The first issue to approach was that of the company name. Golding, Young & Mawer was being used and other auction houses such as Richardsons and Eleys had been acquired but not incorporated into the name. The name was shortened to ‘Golding Young’ and further acquisitions would be made under this brand name to give the firm the most stable convention to use within marketing.

The new scheme is translatable through all touch-points from advertising to vehicle livery

POP then identified the key marketing messages for each audience group, from vendors and buyers to professional services firms handling liquidations and administrations. The new visual scheme was then created. This evolved and enhanced the elements that already worked and complemented them with a use of space and imagery that showcases the quality of the items passing through the auction houses.

The new scheme was designed to be translatable through all touch-points from display advertising and sales collateral to clothing and vehicle livery. POP then delivered the assets and guidelines to the in-house brand manager ready for deployment.

What we did:

  • Brand consultancy
  • Corporate identity design
  • Identity guidelines and templates
  • Copywriting
  • Project management
  • Print buying

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