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Advanced Furniture

Brand Design
Product Design

From their smart new purpose-built 100,000 sq ft factory based just north of Cardiff, Advanced Furniture manufacture a wide range of educational and contract furniture. Our involvement with the company began when they approached us to design and develop a brand new polypropylene stacking chair targeting the highly competitive educational furniture market. Having experienced the tangible benefits that Sanders design can bring to a business first hand, ADV then asked us to evaluate their brand and advise them how it could be developed to more accurately reflect the dynamic changing ambitions of their business.

  • Brand positioning

  • CAD modelling

  • Engineering

  • Industrial Design

  • Liaison to manufacture

  • Prototyping

  • User research

  • Visualisation

Over time, our relationship with Advanced Furniture has grown stronger and we have continued to develop more products with them; most recently, the ‘Evo’ chair.

The GEO stacking chair has been created specifically to comply with European standard EN1729 parts 1&2 and has been designed to promote good posture. It’s a well proven fact that good posture results in healthier, more attentive children.

‘Edge’ is the third chair we’ve designed and developed with ADV. This new high density stacking chair has been created to meet the testing demands of the education market, whilst also appealing to the training and auditorium sector.

Continuing from our product design work, we rebranded the company. We conducted a number of interviews in order to understand how to communicate the company’s core values of pride, innovation, knowledge, Britishness and leadership within their field.

The new ‘mark’ was created to subtly hint at metal fabrication, so strongly associated with the company’s manufacturing processes. The contemporary colour palette and decisive forward facing arrow adding to the sense of ‘dynamic’. The mark was also designed in such a way as to enable it to be easily embossed on injection moulded chairs.

A new brand mark was created along with a new corporate colour palette, primary and secondary typeface, and a tone of voice, all of which combine to portray a confident, contemporary and distinctive presence.