Home By Merseystride Design & Branding HOME by The Chase


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Industry Household maintenance & pet products, Home Furniture, Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency The Chase
Creative Director Steve Conchie
Copywriter Lindsay Camp
Designer Karen Hughes
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Product/Service: FURNITURE STORE
Date of First Appearance: Jan 4 2010 12:00AM
Creative Director: Steve Conchie (The Chase)
Designer: Karen Hughes (The Chase)
Artworker: Andy Mairs (The Chase)
Copywriter: Lindsay Camp
Media placement: Logotype - All Collateral - 04/01/10
Media placement: Stationery - Stationery - 04/01/10
Media placement: Promotional Wall - Instore - 04/01/10
Media placement: Posters - Instore - 04/01/10
Media placement: Banners - Instore - 04/01/10

Describe the challenges and key objectives
How does a furniture business help homeless and long term unemployed people? First, by offering jobs and training opportunities within the store and behind the scenes, assembling the furniture and running the business. And second, by helping homeless people to make the transition smoothly when they do find accommodation: at HOME, they can use their community care grant to buy furniture before they actually receive the money, enabling them to move into their new accommodation on day one.

Describe the brief from the client
To create a name and identity for a pioneering furniture retail business created by Merseystride, a social enterprise working to help homeless and long term unemployed people. The business buys returned, end of line and slightly damaged furniture from catalogue companies, assembling and repairing it on site and selling it a greatly reduced prices. (Essentially recycling new furniture that was destined for landfill).

Describe how you arrived at the final design
HOME The name represents the dual aspect of the enterprise – it’s a furniture shop, but also a stepping stone for homeless people into their new home. It’s a small word that means a great deal to the people involved. There’s a really opportunity for them to make themselves… at HOME. The identity draws on the simple graphic style and nature of flat pack furniture, and the recycled aspect of the furniture itself – the flat pack furniture arrives in card boxes and these are then used to form some of the materials for the promotional collateral.

Give some indication of how successful the outcome was in the market

Although still relatively early in to the life of Home, the initial response for the no-trills look and feel to Home has been very well received by the client, employees and public alike. Creating a strong brand identity for a successful and unique business to be built upon.