Floworks
Design-Led Furniture to Help Your Work Flow
Business Name: Floworks (a new manufacturing arm of Wagstaff)
Industry: Office Interior Furniture and Fit-Outs
Wagstaff, an established firm based in Clerkenwell, is a prominent name in office interior furniture and fit-outs. Historically sourcing furniture from independent manufacturers, they sought to expand their business by creating their own contemporary manufacturing arm. The new brand needed a name and identity that would position it as a market leader in the highly competitive furniture industry.
The Brief
Objectives: Develop a brand name, identity, website, and sales collateral for Wagstaff’s new furniture manufacturing arm. The brand needed to reflect their principle, "design-led furniture to help your work flow," and appeal to a design-conscious audience.
Scope: Naming, logo design, brand identity, website creation, and marketing collateral.
The Challenge
The new brand required a short, memorable name and a bold, contemporary identity to establish itself as a key player in the office furniture market. It needed to communicate the brand's commitment to design-led solutions while standing apart from competitors.
The Process
Discovery Phase: We began by visiting Wagstaff's showroom in Clerkenwell to gain insight into their business and vision. A brand storytelling session with their team helped distill their principles, while competitor analysis provided valuable perspective on industry trends. Attending Design Week in Clerkenwell was a key part of the process, allowing us to soak up the creative energy of the event and better understand their audience.
Concept Development: The principle, “design-led furniture to help your work flow,” inspired the name Floworks. This name encapsulates both the functional and aesthetic aspects of their offering, while being easy to remember. We developed bold visual concepts to bring this identity to life.
Design Refinement: The logotype was designed to break up the syllables of "Floworks," improving legibility. A signature parallel wave pattern was created as an extension of the logo, symbolizing flow and adaptability across the brand’s various touchpoints.
The Solution
Brand Identity: A bold yet understated design system featuring a pastel colour palette that enhances versatility across all brand materials.
Logo Design: A modern logotype with separated syllables for clarity, complemented by a wave pattern symbolising flow.
Collateral and Website: We designed a cohesive suite of sales collateral and an engaging website that highlights Floworks' design-led approach and positions them as industry leaders.
The Impact
The brand name, Floworks, captured the essence of the business, combining functionality and creativity.
The new identity effectively communicates their design-led ethos and stands out in a competitive market.
The branding and website have received positive feedback for their modern, cohesive, and professional appearance, giving Floworks a strong foundation to grow its manufacturing arm.
Website: www.floworks.uk
Inspired by Flowork’s transformation? Let’s create a bold and memorable identity that sets your business apart. Get in touch to start your brand journey today!