UAE-based furniture and flooring company OFIS, which supplies brands such as Steelcase and Interface, has recently undergone major company-wide structural changes - with a new visual identity designed by Dubai-based interior design and branding firm, Brand Creative.\\
OFIS has been predominantly known as as an office and flooring supplier, however, with the acquisition of several new brands, the firm is set to strengthen its hospitality, education, and healthcare portfolios.
"The client brief was twofold. We were asked to embody the spirit of the brand’s existing identity by utilising the classic colour palette with a modern font and to re-design the underscoring arch into a new more powerful circular icon. It was imperative that the brand’s design services and upgraded offerings in the realms of healthcare, hospitality and education could play and equally stand amongst the strong history of corporate products they are known for," said Carla Conte, creative director at Brand Creative.
"Carla Conte and her team at Brand Creative truly understood and successfully translated our vision, mission and above all our purpose in the market to one cohesive brand, infused with the accomplishments of our past," explained Marina Petrovic, furniture divisional manager at OFIS, who led the brand's revitalization.
General manager at OFIS, Ali Marrawi, added that the rebrand strategy aims to inspire more than simply tweaking the corporate identity of the firm.
"Our priority was to inspire change and action amongst all of our employees so that everybody feels as they are contributing to something bigger," says Maarrawi.
"We strengthened our in-house design, sales and pricing teams, aligning our people to our new vision. In today's saturated market, we recognized the need to redefine our purpose as a company that not only sells furniture and flooring products but offers complete solutions and efficiently supports interior designers and architects in all work stages."
Brand Creative’s foray into the challenge began with hand sketches and explorations of breaking apart the selected typeface into parts.
"Our team realised the results seemed much like modular furniture pieces in plan view that interior designers are familiar with. This logical fit was then formatted into a grid sequence where we carefully played with kerning and proportion of a thicker custom font. Each letter of the name plays host to a new “pillar offering" below - WORK, LIVE, PLAY, CARE - in an array of saturated colours that are fresh and playful," Conte explained.
"The result is a completely customisable brand identity that promotes movement and individuality amongst new elements that are supported by a subtle familiarity to the original brand. The options to manipulate the parts are endless and playful yet curated in a tasteful, modern approach - much like what OFIS itself provides through their services and products to the design community."
OFIS has also recently completed a refurbishment of its 10,000sqft showroom in Dubai’s Oud Metha, bringing concepts of flexible working to its showroom, which now permanently houses 40 employees, giving them the freedom to choose where and how they work.
“All products on display are used by our team in genuine, day-to-day working life, showcasing the real value and benefits of our brands such as Interface, Steelcase, dvo, Schiavello, Dauphin, Flokk, Benel, and Kastel, among others. Brand Creative team also helped us to bring our new visual identity to life," said Petrovic.
"We’re equally excited about the opening of our brand new showroom in Building 1 in Dubai Design District, which was designed by design retail specialists Schwitzke and Partners. The showroom houses six other companies under the umbrella of our mother company - Easa Saleh Al Gurg Group, that also work closely with the design community."