Weiman Rebrand
Tovin Design | 2016
Weiman furniture is the high end custom upholstery arm of Interlude Home. With over 50 years in the industry the brand had a rich history, but needed an update to its product and communication to reach upscale modern customers. With a tight budget for the project we had to develop efficient, yet impactful touch points with limited new assets in a style that allowed for the repurposing of existing assets in a new look and feel.
Project Responsibilities:
Develop new graphic identity for Weiman
Develop suite of new print materials
Design UI/UX for new website
Edit all photo assets
Collaborate on new showroom design
Collaborate on product design
Branding
A very simple logo and workmark were created to express the understated luxury of the new Weiman brand.
Furniture Collections
A total of five upholstery groups and two beds were developed to push the brand forward with a refreshed clean modern style.
Photo Editing
Simple retouching was done to clean up the images from the studio photography while still retaining a natural feel including: perspective correction, color correction, seam warping, moire removal, wrinkle removal, and overall scene enhancement.
Marketing Materials
As part of the brand relaunch a promotional catalog was developed that showcased the new point of view of the Weiman brand. Copies were sent out to all dealers and trade contacts.
Website
Weiman only sells through its dealer network and so the purpose of its website is to communicate the brand, product, and quality while funneling prospective buyers towards local dealers. The restrained aesthetic paid many dividends when it came to the site design allowing for powerful placement of new creative without the site feeling empty. Carefully constructed typographic structure, icons, and expandable content allowed the site to communicate a large amount of important product details without feeling busy or overladen, even on mobile.
Catalog
The rebrand also included a completely new dealer materials. The catalog was designed so that assets from existing collections could be reworked to have the same feel as the new product without additional time and expense. New collections had fold out pages to showcase the new lifestyle photography.