Our client, a trusted name in workplace design and interior solutions, recognized the importance of aligning their brand with the evolving needs of their customers, team, and strategic partners. With a strong legacy and expanding partnerships, the organization saw an opportunity to bring greater consistency and clarity to how its brand was presented, both visually and digitally. This project was designed to refresh and refine their identity, while equipping internal teams with tools for confident brand expression across platforms.
CASE STUDY
Evolving a Brand for Growth and Alignment in the Interior Design Industry
INTRODUCTION
INDUSTRY:
Workspace Interior Design and Engineered Environments
CHALLENGE:
Creating Brand Alignment Across Visual and Digital Touchpoints
SOLUTION:
Collaborative Brand Enhancements, Visual Refresh, Website, and Strategic Messaging Framework
OBJECTIVES
The overarching goal was to evolve the brand to reflect both the company’s enduring values and its forward-looking partnerships. Our client sought to:
- Introduce a visual system that complemented partner brands while maintaining their own distinct presence
- Refresh and modernize brand elements for consistency across social, print, and digital platforms
- Provide internal teams with clear, flexible tools to apply the brand cohesively
- Enhance their website’s structure and messaging to better represent their services and solutions
- Create a foundation for long-term brand continuity and internal alignment
Based on our findings, we developed a strategic set of recommendations focused on:
REBRANDING AND VISUAL OVERHAUL:
- Refined Logo System: Maintained core brand equity while updating the logo structure for simplicity and co-branding adaptability
- Expanded Color Palette: Introduced a versatile and balanced palette with rich tones like teal to complement the existing signature orange and provide visual contrast
- Typography Updates: Selected accessible fonts that support brand consistency across platforms including Microsoft and Canva
- New Brand Elements: Designed a modular visual grid to represent planning, movement, and collaboration, along with presentation, social media, and one-pager templates for real-world application
- Co-Branding Solutions: Integrated partner brand guidelines to develop a set of updated co-branded logos that reflect professionalism and alignment
WEBSITE AND DIGITAL STRATEGY RECOMMENDATIONS:
The refreshed brand system extended into a restructured website strategy focused on usability, storytelling, and streamlined content.
Sitemap and Content Strategy: Proposed a revised sitemap to condense information into a more intuitive structure, making the site easier to maintain and navigate
Voice and Messaging: Crafted messaging that emphasized partnership, expertise, and problem-solving, shifting the tone to one that is inviting, clear, and aligned with client relationships
SEO Foundations: Conducted a keyword and performance audit to inform future web updates and ensure the brand is discoverable and relevant
Visual Consistency Across Platforms: Delivered a unified set of assets for digital, web, and social use to strengthen brand recognition
RESULTS
Increased Brand Consistency:
The updated brand system provided a cohesive structure for both internal and external communications. Employees expressed confidence in using the new materials, and content now reflects a consistent look and feel across platforms.
Stronger Alignment with Partners and Audiences:
Visual updates, especially color, logo structure, and co-branding, helped clarify the brand’s unique position while aligning more seamlessly with key partner standards.
Streamlined Digital Experience:
The website strategy simplified content structure, enhanced usability, and laid the groundwork for an improved digital presence with SEO and storytelling in mind.
CONCLUSION
Through a thoughtful, collaborative approach, Boldthink supported this long-standing industry partner in evolving their brand with confidence and purpose. The result is a refreshed brand system that honors where they’ve been, reflects who they are today, and creates space for what’s next. From visual identity to digital presence, this evolution has equipped the internal team with the right tools and clarity to move forward with intention and impact.
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