Full

Description

DESIGN SLEUTHS KNEW MCGUIRE, BUT THE FURNITURE BRAND WANTED TO APPEAL TO THE YOUNG, LUXURY CONSUMER. WE DELIVERED A NEW VISUAL AND VERBAL IDENTITY THAT POSITIONED THE BRAND TO THESE NEW CONSUMERS BY TAKING CUES FROM FASHION, TRAVEL, FILM, AND DESIGN. THE NEW MODERN LUXURY CONSUMER WANTS AN EQUAL LEVEL OF ELEGANCE AND INFORMALITY. MCGUIRE’S “NEXT GENERATION” BRAND POSITIONING GUIDED DECISION-MAKING ACROSS ALL CREATIVE DIRECTION AND SERVED AS THE UNIFYING PRINCIPLE FOR ALL BRANDING EFFORTS.

Project

BASSAM + FELLOWS

Collaborators

Anita Calero, ab-o Amy Finn