Being given free reign on the brand story and direction was a hugely exciting and opportunistic way to start from scratch. But this does open up an overwhelming amount of possibilities. So, to narrow this down and to give the brand focus, I always start with asking the same two questions: Who is this brand for, and why should they care? If you're able to answer these two simple truths, then your brand has a reason for existing.

The strategy really took shape when I focused on identifying the customer profiles and understanding what drives them. By pinpointing their values—both as individuals and consumers—we were able to align the brand’s messaging to resonate with them on a deeper level. Sustainability emerged as a key aspect of Tush Chairs’ proposition, especially with their mission to rescue unwanted furniture from landfill. Recognising this shared value within the audience allowed us to create a brand that truly connects with and speaks to their commitment to sustainability.

The design stemmed from deep competitor analysis, which showed us clearly on a page what not to do, in order to stand out. The image and photography treatment felt especially different from anything Tush Chairs’ competitors were doing. And by crafting a tagline of ‘Saving the world from beige, one chair at a time’ gave the brand a mission statement that clearly distinguished itself from the sea of subdued, neutral-toned competitors in the market.