The Assembler Visual Identity

Context

The Assembler is an African startup upholstery company, it aims to create a better everyday life for many people. It does this by producing well-designed, functional, and affordable furniture as a home furnishing store. Assembler ensures that you will find everything from smart home solutions to a large selection of bedroom, furniture, lighting, sofas, homeware, blinds, curtains, beddings, and more, made available for everyone. Their mantra “Made for you” indicates that there’s furniture for everyone no matter who you are, location/geographical, old, young, literally everyone.

Challenge

To create a unique yet relatable identity that allows The Assemblers to stand out globally with a simple look and feel that will help its audience identify it in a split second.

Process

The Assembler set to build and provide eco-friendly furniture that keeps our environment safe which is one of Africa’s biggest challenges, and they ensure to make furniture made affordable despite its bespoke quality.

Assembler (meaning ‘to couple elements together') which is what they’ve set out to do. They bring different Materials and make them into an item of amazing and eco-friendly furniture. Importantly, they make furniture fun to create by allowing their customers to have a sketch of their ideas and work together to get the ideas into one piece, hence crafting a unique connection between the customers and the maker.

Solution

With a full understanding of our client needs, we created a simple yet unique identity. We discovered there was a multitude of brilliant ways to communicate Assembler values, one of them being the name itself.

To achieve this, we focused on what would make The Assembler exceptionally unique. We expressed the brand’s value proposition through a visual identity system that tells the story of simplicity, innovation, and inspiration.

The logo communicates The Assembler's desire to build eco-friendly yet premium and unique furniture with a greater visual presence. Inspired by its diverse audience, nature is a good source for its colour choice.