Benchmark creates beautiful furniture that’s completely handmade ‘from tree to finished piece’. Co-founded by Sean Sutcliffe and Sir Terence Conran, it enjoyed a stellar reputation within the industry, but it’s website and marketing did little to engage the wider audience it clearly deserved. Our brand repositioning focused on storytelling, bringing everything back to Benchmark’s core values: wood, design, making and ecology. We updated the logo and colour palette, and developed a new, rationalised and visually-led website, with a consistent image style centered round the furniture in ‘lifestyle locations’ where the pieces were always the hero.
The new brand direction included a confident approach to imagery – where the pieces remain the hero.
Despite a stated dislike for branding agencies, Benchmark hired us because we understood and shared its love of attention to detail, materials and craftsmanship.