Connection’s existing brand lacked the authority and visual presence to compete in the highly competitive commercial furniture sector. With ambitions to reach a more discerning audience, specifically interior design agencies specifying premium furniture. They needed a brand identity with real weight, supported by marketing tools that could stand alongside the best in the industry.

The rebrand began with a new visual identity, complete with logo, brand strategy documents, brand guidelines, and a carefully curated image library that reflected the quality and versatility of Connection’s products. A central feature of the project was a material-driven brochure and catalogue system, where each spread was printed on substrates that reinforced the narrative — from recycled paper for environmental responsibility, to high-gloss finishes for innovation and design features.

The brand extended beyond printed and digital touchpoints into the physical environment with exterior building signage for the company’s facilities, vehicle livery to ensure visibility on the road, and a cohesive suite of marketing materials to support sales teams. Every element was designed to work in harmony: bold typography, clean layouts, and an elevated photographic style brought consistency and confidence to the brand. The guidelines ensured this premium positioning carried through into every channel and space.