The Challenge:
Three North American legacy furniture dealers came together and were in need of a new name and brand identity that spoke to their merger. We named them "The Collective" and were charged with concepting and brand that evoked partnership.
Three North American legacy furniture dealers came together and were in need of a new name and brand identity that spoke to their merger. We named them "The Collective" and were charged with concepting and brand that evoked partnership.
Our Solution:
Taking inspiration from how furniture is constructed, we used the lap joint as a starting point to reflect coming together — forming a confidently refined symbol that realizes this newly forged bond. Layering in materiality and bright earth tones, the identity references the furnishing industry.
Taking inspiration from how furniture is constructed, we used the lap joint as a starting point to reflect coming together — forming a confidently refined symbol that realizes this newly forged bond. Layering in materiality and bright earth tones, the identity references the furnishing industry.
Wood joinery became the foundational metaphor to signal the three companies coming together under one symbol. Refined, bright and elegant — the new mark conveys the collaborative and bonded nature that this new North American team embodies.
In order to ensure brand cohesiveness across so many touchpoints and with so many team members utlizing it — we developed comprehensive brand guidelines to outline every last detail of the new identity.
This document covers everything from correct logo useage to building case studies on their new website.
This document covers everything from correct logo useage to building case studies on their new website.
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