Commercial Furniture Solutions

Branding • Print • Web & Mobile Development
The Problem

Commercial Furniture Solutions (CFS) is a large office furniture wholesaler, who approached Middle Men for a complete brand overhaul and digital solution.

Their previous brand was outdated and their digital solution was cumbersome. When a new product needed to be updated or added, it required revisions on a few different mediums–brochures, website and product database.

CFS wanted a new logo that would work well on packaging, print and digital. Their current brand had a limited colour palette which made it difficult to distinguish between a product range.

Our Solution

The solution involved a complete brand overhaul which would then require to adaptation for print and digital communications. We developed a new logo and colour palette which could would represent the brand well on and offline.

The digital solution needed to cater for both registered and non-registered users. Registered (Retailers) users enjoyed the freedom of seeing products with and without pricing which allows them to send email estimation for a variety of product criteria.

The website automatically generates print ready PDF product brochures. To alter the information on the PDF all the admin would need to do is edit the product within the admin panel. Once the product information had been saved it would then automatically update the product brochure.

Colour Palette

“A clean modern colour palette. The palette has been used to help identify and distinguish product ranges “


“A number of product icons were designed to represent the different ranges. The icons were used across print and web communications.”

Website Design

“CFS required a responsive website that rendered well on desktop, mobile and tablet”

Visit the site here

Stationery & Collateral