Leland is a premium furniture manufacturer from Grand Rapids, Michigan. We created their new graphic identity to formalize the strategic brand positioning defined by Altherr Désile Park. Specifically, while most American competitors focus their commercial communication solely on the physical product, we constructed a deep narrative around authentic craftsmanship and local history. This creative approach builds directly on the rich legacy of American modernism to elevate the brand’s international presence in the design industry.
Graphic language
The visual system features a strong, classic American typographic character that commands attention. Furthermore, we used specific design elements like custom fillets, a nature-inspired color palette, and bespoke illustrations by Miguel Porlan. These unique creative resources generate a distinctive visual personality deeply connected to Leland’s regional origins, ensuring this furniture brand identity stands out from competitors.
Content, art direction and tone of voice
We built upon Altherr Désile Park’s strategic concept and product art direction throughout the creative process. Consequently, we prioritized Leland’s human value by documenting the careful craftsmanship and manufacturing work behind each high-quality product. We also created an engaging, authentic tone of voice that brings emotional warmth to every digital and printed brand message.
Web
We designed a modern website that showcases the contract furniture and serves as a dynamic, content-driven platform for architects, interior designers, and clients. Additionally, we created a custom printed corporate newspaper. This physical editorial piece beautifully supports the overall brand discourse, providing the tangible warmth and tactile premium feel of traditional print media.
Newspaper
Postcard Collection: Gemma Chair
