After thorough research of the sector (from both B2B and B2C perspectives), including branding trends, our main strategic focus was the need to balance the functionality of the offer with the desirability of the product. This meant being a B2B brand but conveying clear B2C properties. We developed a bold, modern visual identity which featured a stacked, heavily leaded sans serif typeface sitting on an underframe which had legs, to resemble a sofa. We chose a bold red and black colour palette, to help it stand out, and for the inference of contemporary quality. After completing guidelines, we then designed and developed their website for launch, including content plan/IA and UX, and produced a launch brochure, collateral and style sheets. These materials cleverly balanced the tangible functionality of the offer with the intangible appeal of the product throughout – conveying of style, comfort and quality of the product and service with a clear explanation of this new approach to sofa retail form a benefit perspective.
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