Craftsmanship Locks Campaign
A craft-led campaign for Banham showcasing the artistry behind their locks through photography, web design, and advertising. Targeted at homeowners and design professionals, it elevated product perception and drove a 40% increase in leads, exceeding all expectations.
The Challenge
Although Banham is widely recognised for its legacy in security, many potential customers, particularly design-conscious homeowners and trade professionals, weren’t yet familiar with the quality, elegance, and heritage behind the product. The goal was to increase awareness of Banham locks as not just functional security devices, but as premium objects made with care, precision, and history. The campaign needed to drive leads while highlighting British craftsmanship and elevating brand storytelling.
The Process
We began by researching visual languages in craft, heritage, and high-end design advertising. The campaign’s creative direction leaned into a tactile, hands-on look and feel to reflect the product's human touch and luxury finishes.
Three photoshoots were conducted across UK manufacturing facilities to capture the making of the locks - focusing on heat, materials, tools, and the people behind the product. The design work spanned multiple outputs: a conversion-focused landing page, a redesigned homepage slider, a visual content series for social platforms, and printed materials. I led the creative direction, coordinated cross-functional teams, and oversaw the execution of all deliverables.
The Solution
The campaign delivered a suite of visuals and assets across digital and print. Key elements included:
- Campaign landing pages optimised for engagement
- Editorial-style photography showing British lockmaking at its source
- Social animations and short videos
- Google Display, remarketing, and social ads
- A series of EDMs (email campaigns)
- Supporting printed materials for sales and in-store
This multi-touch campaign conveyed not only the product’s physical quality but also the story of heritage and the people who build it.
The Impact
The results exceeded expectations by a wide margin, with a 40% increase in leads over initial targets. Internal teams, from sales to leadership, praised the campaign’s clarity and visual strength.
Customer engagement was also strong, with positive social media feedback, including comments from former employees celebrating Banham’s legacy and craft.
The campaign successfully repositioned the product as both a functional necessity and a status symbol rooted in British excellence.
