PSD Associates identity for on-line furniture brand

PSD Associates has just unveiled the identity for nascent furniture brand Clearspace3, which is set to start trading on the Internet next week.

PSD won the project, which is understood to be worth a sixfigure sum, on referral nearly a year ago, on the strength of its work for Logic Office Furniture. It has been responsible for Clearspace3’s business strategy, including brand positioning and identity, product design and marketing communications, as well as a website.

Clearspace3 offers a furniture system for homeworkers based on the philosophy of ‘clear for work – space for living’. It is designed to blend work furniture into the home, but retain a distinction between the two environments. PSD has designed the core Work, Rest and Play range of modular furniture.

The website, www.clearspace3. com, is the main thrust of the communications programme, which includes promotional literature, and is the primary distribution channel.

The site links a database of products to a logistics partner that organises and distributes stock. The site offers information for consumers and corporate customers through two distinct channels.

PSD director of environmental design Barry Jenkins says, ‘Being involved at the start of this venture as a strategic business partner meant we helped shape the brand in terms of actual furniture design and its communications.’

According to The Henley Centre, some four million UK workers spend some or all of their time working from home.

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