CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Director

Jason Little

Senior Designer

Samuel Byrnes

Designers

Jerome Lousick, Eduardo Benetti


TAGS

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LINKS

RE
Jason.L

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CLIENT

An online Aus­tralian office fur­ni­ture retailer that sells high qual­ity office fur­ni­ture directly from the fac­tory to keep prices down. From a sin­gle chair for your home stu­dio, to mas­sive cor­po­rate fit-outs, they do it all.


BRIEF

You would think there was enough office fur­ni­ture in the world to keep people’s bot­toms ergonom­i­cally sat­is­fied, right? Fast-forward three years after launch­ing and Jason.L was no longer a small player. How­ever, the mar­ket was chang­ing quickly, and cheap knock-offs and generic brands were rife. The com­pany had to ele­vate their brand to step away from the fast-growing competition.


APPROACH

We took the per­son­al­ity in their tagline “your office fur­ni­ture mate” and ran with it, cre­at­ing a series of con­tem­po­rary office fur­ni­ture char­ac­ters. These form the basis of an iden­tity sys­tem that not only reflects what Jason.L sells, but the way they do business—friendly, upfront, help­ful, and a lit­tle bit out of the ordinary.

The design process was col­lab­o­ra­tive and open. Our goal was to trans­form the brand into a major player in the office fur­ni­ture indus­try in Aus­tralia; to be a more sophis­ti­cated brand while keep­ing the per­son­al­ity that makes us us. The team deliv­ered on this and more. The result was beyond our expec­ta­tions. The brand is going from strength to strength and we are open­ing new show­rooms across the coun­try. — Jason Levin, Chief Ergonomic Offi­cer and Marc Levin, Chief of Con­trols at Jason.L

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