I led the creative direction and design of the new Furniture For Life brand identity, aligning the visual language with the company’s evolution from a luxury furniture retailer to a wellness-driven brand focused on comfort, longevity, and quality of life.
The previous identity—a rigid red square with angular “FFL” letterforms—evoked tension rather than relaxation. I re-imagined the mark as a soft green circle, symbolizing calm and holistic wellness. Within it, a capital F and mirrored L form the silhouette of a seated figure, subtly representing rest and balance. The green palette introduced a sense of vitality and tranquility, while the rounded geometry communicated approachability and comfort.
For typography, I replaced the overused, lightweight Helvetica Neue with a warmer, more substantial sans-serif that mirrored the logo’s curved forms and maintained clarity across embroidery, signage, and small-scale applications. Emphasizing “For Life” within the lockup underscored the brand’s promise of longevity and well-being.
The rebrand achieved full rollout across retail, packaging, and digital platforms within six months, improving legibility, production efficiency, and emotional resonance. The new identity continues to define the brand’s market presence and serves as a cornerstone of its wellness-focused positioning.
Client: Furniture For Life
Role: Art Director & Brand Designer (logo redesign, typography system, brand rollout)
Impact: Improved brand consistency | Faster production across applications | Strengthened wellness-centric brand perception
