As part of the evolution of this B2B Furniture company, after 26 years in business, was the increasing sophistication of the brand in its furniture offerings. As that was upgraded following the 2017 merger with its Chinese partners, it became clear that the marketing message had to follow in order to compete with much higher end manufacturers such as Allsteel, Steelcase, and Knoll. Part of this evolution was the modification of the fonts and colors, as well as the usage of those elements.
The proposed 2.0 brand book, pages of which are presented here, shows how those elements can be used to good effect. There are multiple opportunities for creativity and visually striking messaging within the new guidelines and standards.
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