Etc. by National
Etc. is a line of fashion-forward statement furniture for millennial offices, developed by National Office Furniture. I was contracted by the amazingly talented crew at Tom, Dick & Harry Creative, and worked on the team behind the launch and branding of this new line.
ART DIRECTION
Tom, Dick & Harry Creative
— Thomas Richie
— Stacey Chapman
SCOPE
— Logo Explorations
— Color
— Brand Pattern Design
— Brand Guidelines
— Sales & Marketing Decks
— Package Design
Logo Explorations
No. 1The first logo concept I presented focused on the idea of globally inspired furniture.
The “By National” passport-style mark could be swapped out with different country stamps as they phased out “By National” once the line became more established.
LOGO with ALTERNATIVE STAMPS
& CORRESPONDING PATTERN
No. 2The second concept was a modern re-imaginging of mid-century office styling.
It featured custom monoline lettering that morphed into a mid-century chair.
No. 3The final concept was inspired by the idea of a makers stamp or mark.
I wanted to keep it very simple, so it could be applied to any use without having to drastically modify the logo to fit the application. The logo also featured custom lettering to showcase the idea that National is at heart, a midwest company with midwest values.
Marketing Materials
Presentation DecksIn addition to presenting logo concepts for consideration, I was given the responsibility of designing their two marketing decks: one for in-house presentations and one for their sales team to use in pitches. The sales deck was designed so that it can be modified to fit their specific clients’ needs.
INFOGRAPHICThis leave behind is handed out by the Etc. sales team after their client presentations.
Brand Patterns
Brand patterns featuring Etc.’s tagline “Work. Life. Etc.”
