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The Strategy

From day one, we worked with new leadership at Montisa to re-think, re-imagine, and re-awaken their business as a relevant, customer-centric brand. The new strategy built on the best of the past—Montisa’s solid product and strong manufacturing roots—re-energizing those traits with updated marketing and a brand strong enough to carry the company into the next century.

The Concept

A bold new logo and a signature color were the first steps to convey Montisa’s upbeat energy. We then layered on a strong voice and a photography style that blended industrial finishes with modern workplaces. A balance of old and new maintained Montisa’s credibility while drawing attention to their new look and feel. This approach was exemplified by “branding” every product with a logo + time stamp to underscore their authenticity, at the same time we renamed and reorganized product groupings to make ordering radically simpler.

The Website

The digital experience of Montisa reinforces the brand’s simple photography and playful tone. Our goal was to provide optimal user-friendliness, making the furniture spec’ing process as easy as possible.

The Tradeshow

One year after launching its new brand, Montisa was ready to shout out to the world at NeoCon, a three-day event that draws over 50,000 visitors to Chicago’s Merchandise Mart. Moving into a permanent exhibition space at the Mart was a major step forward for the Montisa brand, allowing them to stake their territory in the contract furniture market.

The Campaign

No event at the Mart would be complete without a party, so we created custom labels for the Michigan-made beer and wine Montisa served at the showroom. A month-long social media campaign and giveaway doubled Montisa’s online impressions and increased their number of followers by over 230 percent. Montisa was also awarded best marketing for NeoCon 2019 by INDEAL.

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