Creating a water cooler moment
Floworks – Clerkenwell, London
An established firm based in Clerkenwell, Wagstaff are a prominent name in office interior furniture and fit-outs.
The group have historically sourced furniture from independent manufacturers, however they were keen to create their own contemporary manufacturing arm and expand their business
Our challenge was to find an inspiring name, create an identity, website and sales collateral that position Wagstaff’s new furniture brand as a market leader.
The brand needed a name that was short and easy to remember, and their principle; “design-led furniture to help your work flow” inspired the name Floworks.
To get a clear understanding of Floworks’ requirements, we visited them at their showroom in Clerkenwell, ran a brand storytelling session, visited their competitors and distilled all their voices and views. Visiting Wagstaff during Design Week was vital to the success of the project, as we could soak up the atmosphere at the event, and get a deeper appreciation for their industry.
Our bold visual solution, together with the logotype gave life to the story. The logo breaks up the brand name’s syllables, making it more legible and the brand’s parallel wave pattern, is an extension of the logotype. The patten was designed to be used in all the brand’s colours, denoting various parts of their business, conveying the idea of flow, in a simple, bold way.
Floworks understated pastel colour palette work beautifully set across their different touch-points.
“Our new brand needed to be fresh, stand out from the crowd but remain relevant to our market.
Beth visited us during CDW which meant that she had a good insight into our industry, and experience the passion and energy that can be created.
I am pleased to say that Beth delivered not only a brand identity but also a website and other marketing material which exceeded our expectations.
At all times Beth was professional and approachable and became very much part of the team moving forward.”
– Jamie Woods, Senior Consultant, Wagstaff Group
Website: www.floworks.uk