Living Edge.

OVERVIEW

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Living Edge

Branding, Digital, Environmental

 

Living Edge is one of Australia’s premium furniture providers and was, up until last year, a subdivision of the iconic furniture company Herman Miller. Back in the 70s, Herman Miller’s Design Director George Nelson, described their furniture as “a permanent collection designed to meet fully the requirements for modern living” – and Living Edge very much inherited this same manifesto.

When they first approached us to reimagine Living Edge’s digital presence we realised there wasn’t much of a connection between  the brand and its actual products. Their physical shops looked great but anything beyond that, especially their digital presence, needed some attention. To us it was important to create brand consistency and to achieve that, we had to further develop their brand.  

 

We started using the actual products as inspiration to create a new direction for their brand that articulates Living Edge’s distinctive qualities. In doing so, we set a style for not only their online but also their offline presence. It was a massive undertaking, but it really helped redefine the voice of the brand and helped tell their story.

DIGITAL – With the new online store I wanted to create something very intuitive and functional, with a limited colour palette and a clean structure, which frames the products without distracting or competing with it. The furniture had to be the hero. I also wanted it to be beautiful. To me, something being beautiful and useful is equally important. Any solution needs to be both of those things. Wether its a website, a phone, a shoe or a chair.

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“To me, something being beautiful and useful is equally important. Any solution needs to be both of those things. Wether its a website, a phone, a shoe or a chair.

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Jack De Caluwé – Creative Director at Future Büro (2015)

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LIVING ON

Living On is the soul of Living Edge – it’s the brands commitment to taking responsibility for their impact on the environment. With the prospect of an ongoing web series, this video aimed to expand the Living On program beyond the usual ‘annual report’ model into something a little more memorable and meaningful.

To me, something being beautiful and useful is equally important. Any solution needs to be both of those things. Wether its a website, a phone, a shoe or a chair.

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CREDITS

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Design, Branding and Art Direction
Jack De Caluwé

Production and Development
Future Büro

Crafted at Future Büro
futureburo.com