Furniture Forum is a wholesale furniture distributor serving the professional trade since 1980. With over 45 years of industry experience, they partner with manufacturers, interior designers, lighting specialists, carpenters, and more to deliver elegant space solutions.
Creative Brief:
Furniture Forum was in need of re-branding due to a decline in sales over the years.
Process:
Furniture Forum’s target audience is anyone looking for high quality furniture, whether for commercial or residential purposes. The target audience is affluent and acknowledges the benefits of buying quality furniture, therefore the brand had to be perceived as trustworthy and elegant. This was achieved beginning with the simple and clean execution of the logo. The logo’s letterform is inspired from the Roman columns that make up a forum. Furniture can come in any assortment of shape, color, pattern, and material so a neutral, cool gray was chosen as the primary brand color to complement additional color palettes.
The brand was applied to a conceptual, custom website design with sliced, window-like photographic interactive treatment to give the viewer a snapshot into different interior design possibilities ranging from traditional to modern. Due to budget constraints, the website design pivoted from the initial concept to a simpler, template-based design.
Skills:
Identity / Brand
Graphic / Digital Design
Web Design (UX/UI)
Rachel Legnitto | Marketer & Designer 