Redefining what
Modern Living Means
CLIENT:
Ashley (2025) /spec
SCOPE:
Brand Strategy, Creative Direction, Visual Identity, Campaign Development
OVERVIEW:
Ashley's rebrand not only moves the brand away from empty minimalism, but also redefines modern living—not as a trend, but as a way of living with intention: warm, bold and deeply personal.
STRATEGIC CASE STUDY →
THE PROBLEM:
Modernity mistaken for minimalism.
In 2022, Ashley redesigned its logo to embrace modernity, but stripped away its character, ending up with empty minimalism—confusing “modern” with a fleeting trend. While competitors like Zara Home and AllModern leaned into personality and storytelling, Ashley lost its essence. This gap is also its greatest opportunity: to reclaim its place by redefining what modern living truly means.
THE INSIGHT:
Modern Living = Living Intentionally.
Today, furniture is no longer just functional or aesthetic—every piece tells a story about how you live, who you are, and what you value. Modern consumers want spaces that feel authentic, meaningful, and reflective of their personality. Intentionality now matters far more than trends.
THE IDEA:
BOLDLY WARM, UNIQUELY PERSONAL.
Ashley should become the retailer that knows how to create homes that feel lived-in and loved. By pairing the grounding warmth of natural textures with bold, expressive choices, the brand celebrates spaces that are stylish yet deeply personal.
THE BRAND PLATFORM:
(1) Audience
The Home Visionaries.
From shared apartments to first homes, everyone deserves a space that feels like theirs: warm, personal, and meaningful.
THE BRAND PLATFORM:
(2) Brand Purpose
To help people shape homes that feel like them.
Ashley believes a home is more than four walls. It’s a reflection of the people inside, which is why every piece should carry purpose, character, and care.
(3) Personality
Warm, Grounded, Expressive.
Ashley radiates a sense of comfort and trust while encouraging self-expression. It balances approachability with boldness, making design feel both accessible and aspirational.
(4) Tone of Voice
Inviting, Thoughtful, Confident.
Ashley speaks like a trusted friend with an editorial eye: welcoming without being generic, intentional without being rigid, confident without being cold.
THE EXPRESSION:
(1) Logo
The wordmark, set in OT Abalos, echoes the defined strokes of wood grain. Bold yet refined.
The new logo symbolizes Ashley’s redefined identity: confident, expressive, and timeless across applications.
(2) Typography
Host Grotesk serves as the core typeface, a clean sans-serif that reinforces Ashley’s confidence and modern intentionality.
(3) Color
Alongside grounding neutrals (beige and black), a palette of 5 bold hues with layered shades allows expressive pairings that capture both warmth and individuality.
THE STORYTELLING TOUCHPOINTS:
(1) Digital Footprint
Today’s leading furniture retailers know the power of storytelling. To stand out, Ashley needs more than beautiful products; it needs to tell the stories of craft, homes, and people. That’s why Ashley’s website is no longer just a catalog, but a stage for storytelling.
LIVING WITH ASHLEY
A New Way to Shop Ashley.
From behind-the-craft stories of designers and makers, to intimate home tours where our furniture truly lives, to Designed Around You — a renovation program that transforms old houses into meaningful, deeply personal homes.
→ Full case study coming soon.
(2) OOH Campaign
FOR THE VISIONARIES ONLY.
A bold invitation to our Home Visionaries: express yourself fearlessly. With unapologetic lines like “Because average is out of style,” Ashley reintroduced itself to the world as a brand that celebrates personality over conformity.
Ashley's new identity doesn't stop at a logo refresh.
It continues to declare itself boldly into 2026.
(3) S/S 2026 Collection Launch
A Story in Every Corner
The Spring/Summer collection launch embraced personality-first storytelling. Every furniture piece became a character; every corner, a scene. Together, they created a home that didn’t just look good, it told a story.
(4) F/W 2026 Reminder Campaign
Respectfully, Yours
A stylish, self-aware goodbye to the “old Ashley.” Through Designed Around You transformations, paired with witty, nostalgic copy, Ashley winked at its past while boldly stepping into its future.
The End.
CREDITS:
Imagery: Pinterest
Typeface: OT Abalos, Host Grotesk
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.
PERSONAL NOTES:
I've always loved furniture and home design, but it's rare to find a brand that truly captures the feeling of home. That's why I reimagined Ashley as a brand that could express what it feels like being held by the spaces we live in.