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Metro Detour // product identity and brand marketing
When Metro Furniture Company introduced a new line of office furniture it introduced new ways of thinking about office culture. Detour represents a shift in thinking about how furniture can facilitate a collaborative office environment and work culture.
The challenge was to create an identity and brand collateral that reflected what the furniture represented. The solutions are a fresh approach at presenting a product line in visually engaging ways that go beyond the norm in furniture marketing.
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Initial logo sketches, identity development explored representing 'a shift in thinking' and 'journey'. Final mark with tagline lockup on right.
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Key components of the visual language—the players, the field and the goal—established a unique point of view and approach to imagery and typography.
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Sales brochures and printed collateral exemplify the spirit of the brand and support the sales cycle and further expand the visual language.
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Posters introducing and defining the terms 'free range teaming' and 'softwork' help describe the collaborative office work and culture.
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Diagrams and typographic treatments helped carry the message.
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Additional printed collateral included a set of magnets and t-shirt that carried a whimsical point of view.
// Work completed while employed by Tenazas Design for Metro Furniture Company.
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