Workplace Furniture

Workplace Furniture is a well established, Memphis-based office furniture company and came to Paradigm seeking a brand refresh. We worked to establish a cohesive brand strategy that then fueled a new brand identity, digital ads, print collateral, and ultimately created a fresh new website to showcase their services and furniture lines. Learn more about Paradigm's work with this local business below.

The Logo

Workplace Furniture's previous logo utilized a customized font as a leading design element. We took this same approach but modernized the logo with updated fonts and color palette. The new logo mark evokes a subtle nod to the modular nature of office furniture and how multiple pieces fit together in tidy layouts. The sans-serif typeface brings the brand into the modern era and gives stability for future brand growth.

The revised color palette of navy and light blues, cream, and orange accent give the brand a solid base to build upon and for the furniture products to stand out in collateral and web designs.

Before

After

Brand Messaging

After completing the Blueprint Foundation, Workplace Furniture needed to refocus on their core brand values: understand customer's needs, making furniture buying easy, and improving office atmospheres so that businesses can thrive and grow. We created unique headlines and body copy to showcase Workplace Furniture's approach to selling office furniture including their team's expertise, friendly communication, wide range of products, and collaborative services.

The new campaign appeared on digital ads with local media outlets, print collateral, and their new website.

Marketing Collateral

For the collateral for Workplace Furniture, we wanted to infuse the new brand elements and color palette. We created a pocket folder, business cards, letterhead, and folded card for their sales and marketing team to utilize.

Website Design

Workplace Furniture's website is a place to showcase their wide range of products, including used or clearance items, plus their breadth of services like designing office layouts, fixture selection, and more. We updated the site with the new logo, colors, and design elements while infusing the messaging and core values.

Website Goals

As Workplace Furniture's website is the primary touch point for new clients, clear calls to action were imperative throughout the design. The site encourages potential customers to call, email, visit in person, or fill out a form so that, no matter the preferred communication style, there are plenty of ways to get in touch.

The website also needed to maintain a high SEO ranking, and so we imported all the 100+ existing landing pages and adjusted all meta information to further improve performance. The Craft CMS also gives Workplace Furniture plenty of options for editing SEO, and better editability for future content updates or additions.