Jesper Holm of Copenhagen

Jesper Holm had just cancelled almost every dealer agreement he had. A mystery shopper he sent into the eighteen shops carrying his furniture found that sixteen of them talked customers out of buying it. From then on he sold from his own showroom in Ishøj and his own website, and nowhere else.

That left him with a brand built for a shop floor he no longer stood on. It was streamlined and, in his own words, an imitation of the big furniture houses. What he was actually selling was furniture made to measure, in any of 64 woods, where you walk through the workshop to reach the showroom.

We put Jesper Holm back into the brand. Early on he had used his own handwriting as a mark. We brought it back with his initials in the logo. His signature returned to letters and order emails. The site was built on black and white photography from his own workshop, and opened with a film of him at work rather than a catalogue of products.