Services
Brand Strategy
Naming
Art Direction
Brand Identity
Web / Digital 
Signage

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.


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.





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.