ABOUT

PROJECT DESCRIPTION:
Form Furniture is a specialist provider of furniture design, supply and installation packages for large scale residential developments across the UK and international. As the business continued to grow, they required a visual identity that reflected their professionalism, design expertise and commitment to quality.

I was commissioned to create a complete brand identity that positioned Form Furniture as a trusted partner for property developers, landlords and commercial clients. The project included the logo, visual identity, brand guidelines, product catalogues and supporting marketing materials.

THE BRIEF:
The brief was to develop a clean and contemporary visual identity that reflected the company's premium service while remaining versatile across both print and digital applications. Alongside the identity, I was tasked with producing comprehensive brand guidelines and a suite of high quality product catalogues that would present their furniture collections in a clear, structured and professional way.

The identity needed to communicate quality, precision and reliability while appealing to developers and commercial clients involved in large scale residential projects.

MY APPROACH:
My approach focused on simplicity, structure and flexibility. I designed a distinctive geometric logo that represents movement, configuration and adaptable spaces, reflecting the company's approach to furniture solutions and interior environments.

From there, I developed a complete visual identity system that extended across brand guidelines, editorial layouts, catalogues and marketing materials. Every element was designed to work together consistently, creating a refined and cohesive brand experience that balanced functionality with a premium aesthetic.

THE RESULT:
The final identity transformed how Form Furniture presented its business to the market. The combination of a refined visual identity and professionally designed catalogues elevated the brand, giving it a sophisticated editorial style that resonated with major property developers and commercial landlords.

The client was delighted with the outcome, particularly after previous attempts by other designers had failed to capture their vision. The success of the project established a long term partnership, with Usuren continuing to support Form Furniture through ongoing brand development, design assets and creative direction as the business continues to grow.