Standing out in a sea of sameness.
ROLE
Art Direction
Visual Identity
Photography Direction
Print Collateral
CLIENT
m.a.d. furniture design
Creative Direction: Brian Ritchie
Much of the modern furniture category uses a similar clean and austere visual style to communicate the value of their products. In contrast, we wanted to pack as much personality into m.a.d.’s new brand as we could. After all, who stands out in a sea of sameness but an unconventional visionary?
We created a visual language for m.a.d. that vividly evokes the role of the creative — the visionary bringing a room together, with furniture. We used textures and shapes to give the feel of the creator’s space: the cork board full of ideas, the sketchbook of brainstorming.
m.a.d. furniture design is a small company with a global presence. They aim to bring affordable, durable, beautiful furniture to the home, hospitality, and work environments.
After completing a competitive analysis, we noticed that there are a huge number of high-end furniture companies out there, all using very similar visual language. We wanted to set m.a.d. apart with creative use of color, texture, and typography. They deserved a visual identity that was as unique as their furniture and as dynamic as their personality.
We developed a new color palette, expanding on their black-and-white roots, to give the brand a sense of boldness while honoring their modern designs. The palette contributes to the new visual identity, taking the brand from sleek and minimal to bold and eclectic.
The new brand fonts are both classic and eye-catching, simple and extreme. Now, both the words m.a.d. uses and the way they look help tell m.a.d.’s story. m.a.d. knows what it means to have a vision and bring it to life, and that’s what their new brand evokes.
We defined an entirely new brand guide for their updated visual identity. Additionally, we created digital and physical assets to provide a cohesive brand experience at every customer touch point. Digital assets included social media templates and web banners, and physical assets included business cards, letterhead, spec sheets, and product offering “cheat sheets”.
