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CM
Cameron McDiven

    Contempo

Brand Strategy
Brand Design
Advertising
Communications
Environmental Design

Brand Strategy / Brand Design / Advertising / Communications / Environmental Design

The Need
Furniture retailer Contempo had one simple objective: to move into the premium end of the market. This company had refocused their business model around selling highly crafted European furniture and needed their old identity to reflect this shift. An interesting concept had to be present, but not to the detriment of the product. Paramount was the need to connect people with the timeless style and sophistication of their furniture.

The Method
From this initial brief came the idea to incorporate the artwork of the Italian renaissance. 'Touch another world' was adopted as a positioning line, which focused the communications strategy around pulling people into the showroom environment, since it is only when touching the furniture that people can understand the true value of the workmanship they are buying. The logo was also crafted out of mahogany wood to appear as an impressive entry statement to the retail space.

The Benefit
The brand has been able to re-launch itself successfully in the premium end of the market, conveying European luxury to draw more people than before to the showroom and website.