Our work for the Chester County Historical Society caught the eye of board
member Skip Chalfant, owner of H.L. Chalfant Antiques. Skip Chalfant is the
sole proprietor of H.L. Chalfant Antiques, a dealer of fine early American pieces.
In 39 years dealing in antiques, Skip has become a highly respected authority in
the field, having sold some of the finest examples of American William & Mary,
Queen Anne, Chippendale, Hepplewhite and Sheraton furniture. Objects
represented by H.L. Chalfant are known for their extremely high quality and rarity,
often taking his name in documents proving history and provenance. His pieces
have been featured in several national publications, including: The Magazine
Antiques, Antiques and Fine Art, Maine Antiques Digest, and Antiques &
The Arts Weekly.
Enhance H.L. Chalfant’s current image, including logo, stationery package, signage and an overall exploration into updating their brand image. Our challenge was how to balance the owner’s reluctance to change that might risk alienating long-standing clientele, while giving the company a cleaner, more upscale gallery appeal that would speak to younger customers with the interest and money for decorating their homes with fine antiques.
We started by exploring Chalfant’s rich heritage, considering Skip’s prominence and standing in a close-knit and highly respected industry.
Our research uncovered some interesting findings, which we then used to begin designing logos. We presented a number of ideas, each round building on the client’s input and suggestions. Then we learned about provenance, and how the moment Skip signs off on something, its value grows. Provenance is all about the documented history behind a particular piece, and an H.L. Chalfant signature adds another level of worth. We then knew we’d found the perfect solution for their logo: Skip Chalfant’s signature, which we believe was the perfect icon for a business built on trust and the expertise of one man sharing his passion of antiques with his customers.
The client agreed on the strategy behind the signature logo, so we adapted the idea into a whole-brand identity makeover. We chose texture-rich papers and embossed business cards to support the tactile nature of the art and furniture that H.L. Chalfant represents. Long-standing customers, surprised at first by such a departure from Chalfant’s prior image, have embraced and complimented the new identity.
The identity package has won a GOLD Neenah award. The new exterior signage has increased visits to the gallery — encouraging drop-ins by customers who say they’ve driven by for years wondering what the place was.
H.L. Chalfant has since hired Smithworks for PR services to promote their participation in special events and raise awareness for their annual consignment sale, “The Unveiling” within local consumer publications and national trades. Here are a few samples of our work for H.L. Chalfant.