Fine Furniture Design recently announced plans for phase two of its corporate branding. A refreshed color theme, updated styling for sales and marketing materials, and a major website redesign will be launched before the April High Point Market.

“The updated look for our sales and marketing materials is yet another demonstration of how we are changing as a company,” says Eric Graham, president of Fine Furniture Design. “The new look is a clean, editorial presentation, which reflects the new style direction of our expanding product lines.”

The new style is showcased in the just-released product catalogs for the October introductions, trade and consumer advertisements, retail and showroom signage, sales materials, tear sheets and business cards. The look is a cleaner, softer, and more sophisticated appearance in keeping with the product design.

 A key element is a new style for imagery, according to Anna McGaha, marketing director for Fine Furniture Design. “We are taking the quality of our photography to the next level. All photoshoots are taken on location with superior styling to better capture the emotion of the product,” she says.

 Along with the new look comes a major redesign of the company’s website, ffdm.com. Simplified navigation starts with a streamlined home page so visitors can more easily find information in fewer steps. Products can be searched by item, collection or style with a focus on customization.

“We want to put the power of design in the hands of the consumer,” Graham says.

“Custom fabric and finish options will be displayed next to the product thumbnails to enable consumers to easily create custom-made pieces which meet their personal style preferences.”

The site also will be optimized for mobile and social media use.

“Consumers will be able to view ffdm.com on any device with formatting to render full screen, whether you are on a PC, mobile phone, or tablet,” McGaha says. “Social media buttons, including Facebook and Twitter, will be more conveniently located, and the Pinterest button will enable consumers to pin product images directly to their pinboards.”

Over time, the website will also include more video content as the company builds a digital database of product information. The Brentwood Collection video, launched at the October 2015 High Point Market, sets the tone. “The production values are exceptional,” McGaha says. “From the music to the lighting to the styling, every element draws you in and embodies the essence of the collection.”

The logo has now been updated with the logotype and hummingbird icon reversed on a grey background. “We’ve given the logo a softer appearance, which is more on trend with today’s neutral color palettes,” Graham says. “As our product line continues to evolve, our brand is evolving with it,” he says “The changes we’re making reflect our focus on providing updated and on-trend products that consumers are looking for today.”

More about Fine Furniture Design: Fine Furniture Design is dedicated to the core principles of providing the best quality, craftsmanship and value in home furnishings today, with superior design and unequalled standards at every stage of manufacturing – from the forest to the stores. Creating precisely crafted case goods and upholstered furniture for homes around the world, its home furnishings are produced in its company-owned manufacturing operations in Shanghai, China.

(Source: Furniture World Magazine)