As one of Australia’s leading furniture and interior design firms, Living Edge needed an online store that matched the experience of their physical stores. To re-invigorate the brand with a new website, we built a site that had the same qualities as their furniture: clean, classic and supremely comfortable.
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.
“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.”
Jack De Caluwé – Creative Director at Future Büro (2015)
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.