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

Jason.L by REJason.L by REJason.L by REJason.L by REJason.L by REJason.L by REJason.L by REJason.L by RE


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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