Icon by Design have created a simple concept – to make timeless, high-quality furniture affordable.

Sourcing directly from artisans, the business model eliminates the middleman to deliver quality, on-trend pieces and value for money. Although a successful eCommerce business, the inability for customers to physically interact with products hindered further opportunity for growth. The need for a flagship store was born.

Our strategy was to create an offline experience that reflects the simplicity and quality of timeless craftsmanship. This meant transforming Icon By Design into a well defined, emotive and design-rich brand that could instantly educate consumers on brand promise. Redefining the logo design mark, we crafted a clear narrative around the key brand values. This flows through to the in-store signage system designed to captivate and guide customers through the store. Every touch point was carefully considered for an immersive brand experience that promotes sales.

With a successful showroom now in action, we revisited the online store to create a seamless user experience, marrying both online and offline channels.

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