<<chapter 1>>
FOR THE VISIONARIES
ONLY ✨
<<chapter 1>>
FOR THE VISIONARIES
ONLY ✨
<<chapter 1>>
FOR THE VISIONARIES
ONLY ✨
<<client>>
ashley {2025 REBRAND}
/spec
<<sow>>
/brand-strategy, /creative-direction, /visual-identity, /ooh
<<client>>
ashley {2025 REBRAND} /spec
<<sow>>
/brand-strategy, /creative-direction, /visual-identity, /ooh
<<client>>
ashley {2025 REBRAND} /spec
<<sow>>
/brand-strategy, /creative-direction, /visual-identity, /ooh
<<goal>>
to reposition ashley from a conventional and functional furniture retailer to a culturally relevant and emotionally resonant home design brand
<<goal>>
to reposition ashley from a conventional and functional furniture retailer to a culturally relevant and emotionally resonant home design brand
<<goal>>
to reposition ashley from a conventional and functional furniture retailer to a culturally relevant and emotionally resonant home design brand
THE SHIFT:
Ashley was known—but lacked love, edge, and emotional connection. While competitors were becoming tastemakers, Ashley had fallen behind—visually, culturally, and emotionally. It needed more than a logo refresh. It needed a reintroduction.
THE SHIFT:
Ashley was known—but lacked love, edge, and emotional connection. While competitors were becoming tastemakers, Ashley had fallen behind—visually, culturally, and emotionally. It needed more than a logo refresh. It needed a reintroduction.
THE SHIFT:
Ashley was known—but lacked love, edge, and emotional connection. While competitors were becoming tastemakers, Ashley had fallen behind—visually, culturally, and emotionally. It needed more than a logo refresh. It needed a reintroduction.
APPROACH:
We set out to give Ashley a bold new identity: one that felt warm, expressive, and unapologetically modern—rooted in its origin, but built for the future.
APPROACH:
We set out to give Ashley a bold new identity: one that felt warm, expressive, and unapologetically modern—rooted in its origin, but built for the future.
APPROACH:
We set out to give Ashley a bold new identity: one that felt warm, expressive, and unapologetically modern—rooted in its origin, but built for the future.
/BRAND-STRATEGY:
/BRAND-STRATEGY:
/BRAND-STRATEGY:
We repositioned Ashley through three strategic lenses:
• Emotional Identity: less about what fills a room, more about how a space feels.
• Cultural Relevance: designed for the tastemaker, not the mass market.
• Visual Boldness: a brand that feels like an editorial spread, not a catalog.
We repositioned Ashley through three strategic lenses:
• Emotional Identity: less about what fills a room, more about how a space feels.
• Cultural Relevance: designed for the tastemaker, not the mass market.
• Visual Boldness: a brand that feels like an editorial spread, not a catalog.
We repositioned Ashley through three strategic lenses:
• Emotional Identity: less about what fills a room, more about how a space feels.
• Cultural Relevance: designed for the tastemaker, not the mass market.
• Visual Boldness: a brand that feels like an editorial spread, not a catalog.
>>AUDIENCE SHIFT:
From price-driven suburban families to design-led urban individuals—homeowners and renters—who view their spaces as an extension of self.
>>AUDIENCE SHIFT:
From price-driven suburban families to design-led urban individuals—homeowners and renters—who view their spaces as an extension of self.
>>AUDIENCE SHIFT:
From price-driven suburban families to design-led urban individuals—homeowners and renters—who view their spaces as an extension of self.
>>MARKET INSIGHT:
While competitors leaned into clear aesthetics and values, Ashley lacked a point of view. Without one, it risked becoming forgettable.
>>MARKET INSIGHT:
While competitors leaned into clear aesthetics and values, Ashley lacked a point of view. Without one, it risked becoming forgettable.
>>MARKET INSIGHT:
While competitors leaned into clear aesthetics and values, Ashley lacked a point of view. Without one, it risked becoming forgettable.
>>STRATEGIC DIRECTION:
Make Ashley iconic by grounding it in warmth and nature—then layering on confidence, color, and creative edge.
>>STRATEGIC DIRECTION:
Make Ashley iconic by grounding it in warmth and nature—then layering on confidence, color, and creative edge.
>>STRATEGIC DIRECTION:
Make Ashley iconic by grounding it in warmth and nature—then layering on confidence, color, and creative edge.
/CREATIVE-DIRECTION:
/CREATIVE-DIRECTION:
/CREATIVE-DIRECTION:
The new Ashley identity is rooted in nature and energized by bold, expressive color. Inspired by the meaning of “ash tree meadow,” we leaned into materials, textures, and tones that evoke lived-in warmth—then sharpened the aesthetic with editorial clarity and digital edge.
The new Ashley identity is rooted in nature and energized by bold, expressive color. Inspired by the meaning of “ash tree meadow,” we leaned into materials, textures, and tones that evoke lived-in warmth—then sharpened the aesthetic with editorial clarity and digital edge.
The new Ashley identity is rooted in nature and energized by bold, expressive color. Inspired by the meaning of “ash tree meadow,” we leaned into materials, textures, and tones that evoke lived-in warmth—then sharpened the aesthetic with editorial clarity and digital edge.
>>BRAND PERSONALITY:
/warm, /grounded, /bold, /expressive, /inviting, /thoughtful, /confident
>>BRAND PERSONALITY:
/warm, /grounded, /bold, /expressive, /inviting, /thoughtful, /confident
>>BRAND PERSONALITY:
/warm, /grounded, /bold, /expressive, /inviting, /thoughtful, /confident
/VISUAL-IDENTITY:
/VISUAL-IDENTITY:
/VISUAL-IDENTITY:
>>LOGO:
Confident and minimal, with custom letterforms that balance grounded and modern.
>>LOGO:
Confident and minimal, with custom letterforms that balance grounded and modern.
>>LOGO:
Confident and minimal, with custom letterforms that balance grounded and modern.
>>TYPOGRAPHY:
>>TYPOGRAPHY:
>>TYPOGRAPHY:
<<typeface>>
HOST GROTESK
Clean sans-serifs for function, softened by expressive weight shifts.
<<typeface>>
HOST GROTESK
Clean sans-serifs for function, softened by expressive weight shifts.
<<typeface>>
HOST GROTESK
Clean sans-serifs for function, softened by expressive weight shifts.
>>COLOR PALETTE:
Natural meets vibrant through five hues, three value sets each, and custom rulesets for expressive yet consistent application.
>>COLOR PALETTE:
Natural meets vibrant through five hues, three value sets each, and custom rulesets for expressive yet consistent application.
>>COLOR PALETTE:
Natural meets vibrant through five hues, three value sets each, and custom rulesets for expressive yet consistent application.
/00H-CAMPAIGN:
/00H-CAMPAIGN:
/00H-CAMPAIGN:
<<tagline>>
FOR THE VISIONARIES ONLY ✨
The F/W 2025 campaign reintroduces Ashley as a creative partner in home design. Not just a furniture store—but a creative partner in how people live. It speaks to those who don’t follow trends—they create them.
<<tagline>>
FOR THE VISIONARIES ONLY ✨
The F/W 2025 campaign reintroduces Ashley as a creative partner in home design. Not just a furniture store—but a creative partner in how people live. It speaks to those who don’t follow trends—they create them.
<<tagline>>
FOR THE VISIONARIES ONLY ✨
The F/W 2025 campaign reintroduces Ashley as a creative partner in home design. Not just a furniture store—but a creative partner in how people live. It speaks to those who don’t follow trends—they create them.
>>TONE OF VOICE:
/confident, /refined, /editorial, /witty, /bold, /minimal, /unexpected, /modern
>>TONE OF VOICE:
/confident, /refined, /editorial, /witty, /bold, /minimal, /unexpected, /modern
>>TONE OF VOICE:
/confident, /refined, /editorial, /witty, /bold, /minimal, /unexpected, /modern
>>MANIFESTO:
>>MANIFESTO:
>>MANIFESTO:
<<snippet>>
We don't furnish homes. We furnish vision.
This isn't about filling space. It's about shaping a feeling.
Ashley is no longer functional–it's foundational.
<<snippet>>
We don't furnish homes. We furnish vision.
This isn't about filling space. It's about shaping a feeling.
Ashley is no longer functional–it's foundational.
<<snippet>>
We don't furnish homes. We furnish vision.
This isn't about filling space. It's about shaping a feeling.
Ashley is no longer functional–it's foundational.
/THANK-YOU:
/THANK-YOU:
/THANK-YOU:
<<tools>> .psd, .ai
<<typeface>> OT Abalos, Host Grotesk
<<imagery>> Pinterest
<<special thanks>> Mentor Hoai Nhan @TDC
for the early-morning critiques, the pep talks, and the quiet belief that helped me push this rebrand further—and bolder.
<<tools>> .psd, .ai
<<typeface>> OT Abalos, Host Grotesk
<<imagery>> Pinterest
<<special thanks>> Mentor Hoai Nhan @TDC
for the early-morning critiques, the pep talks, and the quiet belief that helped me push this rebrand further—and bolder.
<<tools>> .psd, .ai
<<typeface>> OT Abalos, Host Grotesk
<<imagery>> Pinterest
<<special thanks>> Mentor Hoai Nhan @TDC
for the early-morning critiques, the pep talks, and the quiet belief that helped me push this rebrand further—and bolder.
/EXPLORE-MORE:
/EXPLORE-MORE:
/EXPLORE-MORE:
<<ch2>> A NEW WAY TO SHOP ASHLEY 🛋️ >>coming soon<<
<<ch3>> A STORY IN EVERY CORNER 🪑
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
<<ch2>> A NEW WAY TO SHOP ASHLEY 🛋️ >>coming soon<<
<<ch3>> A STORY IN EVERY CORNER 🪑
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
<<ch2>> A NEW WAY TO SHOP ASHLEY 🛋️ >>coming soon<<
<<ch3>> A STORY IN EVERY CORNER 🪑
<<spin-off>> FORMS & FEELS 📕 >>coming soon<<
ASH
🛋️
ASH
🛋️