A brand story
made to be different

To capture the core of the brand, we interviewed the founder Jeroen ter Hoeven, representatives of the team, and renowned architects across Europe. All of them emphasized De Vorm’s unique approach to production processes, sustainable materials, and customization ability. Moreover, they praised the personal approach and sparring abilities of the De Vorm team.

We built the brand story around the fact that everything at De Vorm is made to be different. Their furniture is available in every length, height, and color needed to turn an architect’s vision into reality. They work production-first and find beauty in waste materials. As sustainability is a given in the realm of architects, we shifted the focus from sustainable materials to De Vorm’s smart customization features. We positioned them as a challenger in the interior design space. This lead us to their new core message: Furniture solutions that work anywhere, anytime.

Minimal products ask for
a bold brand character

The interior design space is dominated by black and white branding, red hues, and interior photography that all look alike. De Vorm has always done things differently; people still reference their award-winning monochrome fair stand at Orgatec in 2018. We refined the monochromatic concept for product promotion and kept it as a strong point in the refreshed identity.

To give the brand a voice of its own, we added a vivid color scheme grounded in sparkling yellow and PET green. When using product shots and telling stories, the brand and signal colors can be dialed down to put more emphasis on the narrative and create flexibility. We refined the logo to bring it up to par with De Vorm’s ambitions. The Sora typeface gives a nod to strong architectural foundations.

Members power the movement

When De Correspondent launched in 2013, they set a crowdfunding world record. Their ad-free model shifts the news focus from the sensational to the foundational and has attracted tens of thousands of paying members.

To maintain that strong relationship with their members, and reach new ones,De Correspondent knew that after a decade, it was time to evolve. The number one request from members was an app. We answered that request and took it one step further — redesigning the platform from a holistic perspective with fresh eyes.

The furniture baseline as a playground of possibilities

De Vorm doesn’t settle for the ordinary. It’s the smart character of the products that unfolds a world of possibilities. Firmly rooted in De Vorm’s product catalog, the product’s silhouettes offer visual direction for campaigns and brand storytelling.

Inspired by technical silhouettes, we present product shots in a deliberately ‘underexposed,’ almost black style. The silhouettes draw architects into conversation, sparking their imagination to start customizing. A valuable creative ingredient can be achieved through unorthodox layouts and the power of repetition. By using the base shapes of De Vorm’s product catalog, a motion-driven boundless box offers a pragmatic approach to tie typography and 3D shapes together. Combined, this visual toolkit enables De Vorm to stand out from the competition.

A digital approach that celebrates De Vorm’s smart solutions

One of the biggest challenges was to showcase the endless possibilities of De Vorm products on their website. Their acoustic Mute Panels can be cut to the inch, their Hale chair comes in different heights, and the Big Table System can be designed in any length. All of them come in a variety of colors and finishes. Our solution: full-page headers and dynamic thumbnails.

We regrouped their catalog into product families. Thanks to renewed navigation, it’s now easier to get an overview of all their products. In every thumbnail, we highlight a core feature. The Big Table now expands on scroll, and on the product pages, you can easily flick through different variations. Wherever you land, you’ll get an immediate invitation to start customizing the product.

Shifting the narrative: from product-driven to problem-solving

De Vorm is currently the only furniture brand that focuses on interior architects. Therefore, we shifted the entire narrative to speak to architects directly. We implemented a conversational tone and rewrote the copy for the main pages on the website and products. In advertisements, products are now directly tied to a potential problem an architect might run into when designing a space.

The conversational tone is also found in the lead-generation components on the website. To get in touch, there’s now a friendly form that takes an interested lead by the hand. In the back-end, we ensured a Webflow Hubspot integration. This way, De Vorm’s sales team can immediately jump on any opportunity.

Redefining The Architect’s Journey

We interviewed different architects to understand their workflow and identify untapped potential. We mapped out the architect’s journey and identified the meaningful moments that will help De Vorm strengthen the relationship.

We created a toolkit that helps De Vorm move beyond the transactional. The toolkit provides hands-on guidelines for content creation, community management, advertisements, and creative concepts like a spatial design deck that will drive De Vorm forward. Together with the De Vorm-team, we will continuously evolve the architect’s journey to realize the ultimate toolbox.