This is furniture.
Not rocket science.
Trading hassle and lead times for a promise that every office can get behind: great furniture made simple.
Client
AMQ Solutions
Creative Direction: Katy Stafford
Art Direction: Two Are, Kailey Sullivan, & Ryan Greaves
Copywriting: Katy Stafford, Tim Hackney & Taylor Buekema
Photography & Videography: Geoff Shirley
When it comes to contract furniture, most clients like to play it safe. However, with the needs of the workplace evolving and employees expecting more from their physical office in order to justify the commute, a bold and clear value proposition is now an nonnegotiable. AMQ Solutions, a subsidiary of Steelcase, came to my team with the goal of refreshing their brand and tailoring their positioning to help them own the needs of mid-market customers.
With a Neocon launch barreling down upon them, we jumped right in to help. Taking in the competition, we saw some truly horrendous lead times, but not so with AMQ. Their streamlined model and domestic production meant they could outfit offices much more quickly than anyone else.AMQ offered less worry, less stress, and more affordable options for real people. They ensured furniture stayed simple. That insight became our guiding mantra.
Getting
results
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We were tasked with evolving their brand: reorienting them from being product focused to being a solution provider, and equipping them with the tools to continue to advance their brand in the future.
Mid-market customers want easy access to furniture that makes life simpler for them and their people. So, we built the AMQ brand around the mantra, “We’re for simple.” Energetic and bold colors, bright lifestyle photography, and personable headlines communicate exactly what this brand stands for: an agile, modern, and quick furniture experience. Not only did the rebrand facilitate a helpful launch through NeoCon, but it generated buzz with AMQ’s parent company, Steelcase—casting vision for where office furniture could evolve to meet shifting consumer needs.
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The year of our partnership (2023), Tommy’s Express was recognized as the fastest growing franchise in the United States. It was the perfect moment to reposition the brand and it poised their internal team to take our assets and run with them.
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Now, Tommy’s Express is opening up locations globally, starting in Paris and turning attention to the Middle East. Our hope is that the story-centered brand we’ve outfitted their team with is outfitted to help Tommy’s express themselves and celebrate stories across all different cultures and languages.
