Case Study

Project:

Watts

Furniture

Heritage and Modern Innovation

The Watts name has been associated with quality furniture since 1922 when Ellis Watts (snr) began making bedroom furniture in a shed behind a Sydney suburban home.

Client:

Watts

Industries:

Commercial
Furniture

Services:

Brand Identity
Brochures
Web Design
Vehicle Wraps

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My Role:

Design Consultant
Visual Designer
2iC

Your premium Australian commercial furniture

Objective

Our mission was to rejuvenate Watts Commercial Furniture's brand, capturing its legacy while propelling it into the future. Recognizing that "Watts" was already a beloved moniker in the industry, we aimed to harness this familiarity and affection. Our goal was to create a rebranded identity that honored the company's heritage and underscored its commitment to innovation, encapsulated in the new name "Watts" and the tagline "quality furniture since 1922."

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' The one-stop shop for all of your Aussie office supply needs '

- citizens of the world

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Lynx Australia

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hello@andrewleto.com.au

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Objective

Our mission was to rejuvenate Watts Commercial Furniture’s brand, capturing its legacy while propelling it into the future. Recognizing that “Watts” was already a beloved moniker in the industry, we aimed to harness this familiarity and affection. Our goal was to create a rebranded identity that honored the company’s heritage and underscored its commitment to innovation, encapsulated in the new name “Watts” and the tagline “quality furniture since 1922.”

Ideation

We began by delving into Watts’ storied history and conducting extensive research to understand how the brand was perceived within the industry. The affectionate shorthand “Watts” stood out, signifying trust and quality among stakeholders. This insight became the cornerstone of our rebranding strategy.

Our creative process involved:

  • Brand Identity Exploration:
    We explored various design directions that would encapsulate both the legacy and the forward-thinking vision of Watts. This included modernizing the logo while retaining elements that reflected its heritage.
  • Visual Consistency:
    We designed a new logo that would serve as a versatile emblem, adaptable across multiple platforms and touchpoints. This logo needed to be timeless yet contemporary, ensuring that it would stand strong in both digital and physical realms.
  • Comprehensive Brand Guide:
    To maintain consistency, we developed an extensive brand guide detailing the proper usage of the logo and other brand assets. This guide was created to support internal teams and external partners, ensuring cohesive brand representation across all mediums.
  • Website Redesign:
    We conceptualized a premium website that would not only look appealing but also function seamlessly. By using vibrant colors and bold typography, we crafted an engaging and user-friendly interface. The backend was automated to streamline product management, facilitating easy updates and additions to the extensive product catalog.
Results

The rebranding of Watts Commercial Furniture to simply “Watts” was met with enthusiastic approval. The new logo, imbued with both historical resonance and modern aesthetics, became the linchpin of our refreshed identity. It was successfully rolled out across environmental displays, digital platforms, print materials, vehicle livery, and employee apparel, ensuring a unified and powerful brand presence.

The newly designed website epitomized the fusion of aesthetic appeal and functional efficiency. Bright colors and bold fonts created a visually stunning interface, while straightforward navigation enhanced user experience. The advanced backend automation streamlined the process of managing thousands of products, making it easier for customers to explore and purchase.

This rebranding project not only preserved Watts’ rich legacy but also underscored its dedication to innovation and excellence. The comprehensive brand guide fostered consistency across all touchpoints, reinforcing the brand’s integrity in every interaction. Ultimately, the refreshed identity positioned Watts as a timeless yet forward-thinking leader in the commercial furniture industry, setting a robust foundation for future growth and success.

Services Completed

Graphic Design
Print Design
Infographic
Typography
Web Design
UI/UX
Digital Design
Apparel Design
Art Direction
Photography
SEO
Livery

Software Used

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