Fellowes Furniture Branding
Fellowes Brands provides innovative solutions in the home, office, and mobile space for an evolving world. An exciting opportunity to collaborate was presented in the midst of their development of a luxury contract office furniture line. The initial piece of furniture that Fellowes had begun to develop is an office/desk chair with new, ergonomic technology. This project had unique parameters to provide a quick turnaround with developing the name, logo, and story and messaging for this luxury, ergonomic chair presented at the same time.
Services
Logo Design, Branding, Story
Creative Direction
Justin Ahrens
Copywriting/Strategy
Bob Davidson, Kelly Reed
Photography
Wonderkind Studios, Fellowes Brands
The story driving the naming process (and ultimately, logo design) focused on the novel, ergonomic technology giving one the freedom and comfort to tackle the day, unlocking endless possibilities while elevating the workspace aesthetic.
Fellowes Ergo / Travai / Bilt/ Everett / DEFI
Among the series of names that were presented, the focus below was on “Defi,” capturing the essence of defying expectations of what a luxury office chair can be. Three directions were developed, distinct from one another, yet all capturing the spirit of the name and strategy.
The first direction was driven by the concept of deviating from the expected to a forward-focused furniture solution, hence the slanted line element used within the logo and branding materials. The rich black and white color palette, paired with thin, contemporary typography created a sophisticated aesthetic.
This direction was inspired by the curvature and contours of modern furniture design, which established a visual language, through custom typography, synonymous with a luxury brand. The green brought a bright, fresh approach to the chair branding.
The custom letterforms introduced below encapsulated the concept of imagining the interior space. The thin/thick relationship and angles were symbolic of walls, corners, doorways, and spaces.
