In the throes of the pandemic, there were many questions surrounding the need or relevancy of devoted corporate workspace. Fluid, a Midwest-based furniture dealer, needed help reinventing itself. With a desire to move upstream in the sales funnel, they required strategic assistance to develop a brand that could support its growth goals and interest in becoming more than a furniture dealer.

Leading discovery sessions with key stakeholders to fully understand what makes Fluid unique, we developed the brand idea “The Power of Human Connection” – the manifestation of their “why”. This platform, suggesting the need for space to innovate, filtered all brand language and visual development. Visually, we created a bold wordmark and pattern set with modern typography and a restrained palette to bring to life a brand that felt as smart, engaging, and dynamic as it was.