The Business Challenge
The main coordinates of the Intermobili business model, which proved to be a winner in its first years of activity, are the chosen market niche - affordable luxury, insufficiently exploited by large local or international competitors, diverse portfolio built around furniture collections and permanent connection to industry trends. All this, however, had to be valued by the identity and communication of the brand, so that Intermobili could reach the desired customer segment and support the development ambition of its entrepreneurs.
Branding solution
Discussions with the founders of Intermobili about the business and the profile of the target customer, together with the analysis of the competition and the evolution of the category, helped us to establish the coordinates of the positioning of the brand and articulate its promise of value, which we translated into the slogan “Make room for better”. At the same time, we defined the brand's tone of voice, style and copywriting rules for different types of content and messages used in Social Media, this being its main promotion channel. We have thus created the framework for the coherent development of verbal identity and brand communication.
The new visual identity was inspired by the furniture design style considered representative of Intermobili, thus becoming an extension of it. The symbol represents a monogram consisting of the letters i and m, drawn precisely, geometrically, reminiscent of the modularity and construction of furniture pieces. Wordmark complements this construction by using custom letters that preserve the shapes of the symbol. The colors and graphic elements used in the development of visual language have been designed to provide the brand with uniqueness and versatility in communication, in an unobtrusive way that values the presentation of the products. To emphasize the dynamic and modern character of the brand, we have created a set of symbol renderings made with AI generation tools, through which attributes of design styles or furniture collections in the Intermobili portfolio can be suggestively illustrated.
The new identity was implemented in the communication and digital presence of the brand by creating a set of design templates adapted to various contexts, content types and formats specific to communication in Social Media, as well as through the UI design of the Intermobili online store.
