First Office was well-known for being a sturdy mid-tier contract furniture brand that lacked in design sensibilities. They sought our expertise to create a higher design, higher value perception with the A&D community. Only a complete brand overhaul would achieve their goal. Image, in this case, was everything. And everything about them had to be ‘fresh’.
As a backdrop, we chose a fiery warm red paired with a bright-hot white as their brand colors. We selected their most contemporary furniture to be their highlighted products and dressed them in modern finishes and upholstery. We dedicated an intense eight weeks in North Carolina to photograph their product offering on custom built sets, while we re-designed their print collateral, binder and website.
As we approached the end of this aggressive schedule, we arranged a powerful brand launch campaign to inform all the client’s dealers and reps about their new rebrand. Follow up brand enforcement came in the form of graphic pup trucks and showrooms.
First Office asked us to create a microsite to launch its new product, STAKS, a ‘new crossover casegood™’. STAKS was created in partnership with designer, Pam Light (PLD Design). STAKS is unique because it “provides precise, customizable design with the power of a system and personality of a modern studio”. With so many options along with customizability, a stand alone microsite was a sound digital strategy. The STAKS microsite added a lot more functionality to the page: added finish options, spec details, informative videos, typicals and case studies. The microsite also helped in targeting a very specific audience—architects and designers looking for a modern aesthetic casegood that can move from open plan to the private office.