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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Tasked with evolving AMQ from being a product-focused brand to serving as a solution provider, our use of bold colors and a fresh, approachable voice garnered all kinds of the right attention at NeoCon, establishing the foundation for a fantastic partnership between our two teams to build out a sales toolkit that delivered on that service-focused positioning.
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AMQ came to us for a simple campaign launch. But as we heard the goals they were chasing, we knew that maturing the brand with a bit more sophistication would go a long way in getting AMQ where they wanted to go. We took a risk in pitching a cleaned up version of the logo, expanded color palette, new color pairing logic, and a more emotive take on lifestyle imagery. While AMQ loved the edits, our changes meant the larger brand team for Steelcase needed to sign off on our work as well. Their enthusiasm for our work felt like a massive victory to our team. It was a stunning example of where thinking outside of a brief can really pay off in helping a client achieve their goals.
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We knew our partnership with AMQ was only the beginning. We weren’t there to tell them where they should end up; we were there to ensure they had everything in their pack they would need for the journey. Years later, with a completely new website, online product configurator, and a 30-days delivered value proposition, AMQ feels better than ever, and I couldn’t be more proud.
