Hillsdale Furniture had seen success and growth since its creation in 1996, but the visual identity was all over the place. I was brought on board to help maintain better cohesion and develop the brand into a stronger unified whole.

After processing the existing materials, I began work on creating Visual Identity Guidelines that could be used to help maintain consistency across all visuals—corrected logos, finalized color palettes, official typefaces, iconography; the usual. I was also later able to provide feedback and help develop the more ephemeral branding points, such as voice, tone, and marketing placement.

Focusing on brand evolution instead of rebrand, the overall identity became one of a trustworthy, comfortable, friendly, yet sophisticated furniture company with a stronger, longer-lasting presence in the minds of consumers and dealers alike.