Branding
Overview
A flexible visual identity system uses a dynamic grid for adaptability, emphasizing simplicity and the human element to represent affordability, flexibility, design, and experience.
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About
Room is an innovative furniture company based in New York City. The company aims to reimagine the modern workspace by creating private spaces in the chaotic open-plan office. Its flagship product is its phone booth, which is affordable, thoughtful and creative.
Visual Narrative
To construct a cohesive and disruptive brand identity for Room that translates its core values, affordability, architectural flexibility, and design-forward utility into a compelling visual narrative. The primary goal was to position a physical product (the phone booth) not just as office furniture but as an essential, high-end experience that restores focus, privacy, and well-being within the modern, chaotic workspace.
Design Evolution & Strategy
We engineered a dynamic and flexible visual identity system rooted in a structured geometric grid, mirroring the spatial design of the architecture itself. This responsive grid system allows the brand to scale seamlessly across digital touchpoints, packaging, and product environments. By balancing clean, minimalist layouts with an elegant typographic hierarchy and a human-centric art direction, the solution speaks directly to contemporary subcultures and forward-thinking corporate spaces alike, highlighting the human aspect behind the design.
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