UFL

UFL was once a leader in furniture design, setting the standard for innovation in the category. Over time, however, competitors began to imitate its success, and the market became crowded with brands that looked and sounded increasingly alike. UFL challenged us to refresh the brand - amplifying its core qualities of quality, modernity and playfulness, while preserving the values that made it number one. The goal was to reclaim distinctiveness and ensure UFL once again stood confidently apart from the crowd. I worked across print assets and the website redesign, applying the new visual language, developing a modular graphic system and curating all on-site imagery. With a catalogue of over 600 products, every image needed to communicate premium quality and unique craftsmanship. Web development was delivered in collaboration with Garett Lockett, bringing the refreshed brand to life across the digital experience.