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Three North American furniture dealers came together and were in need of a new name and brand identity that spoke to their merger. SIREN named them "The Collective" and was charged with concepting and brand that evoked partnership.
Taking inspiration from how furniture is constructed, we used the lap joint as a starting point to reflect coming together — forming a confidently refined symbol that realizes this newly forged bond. Layering in materiality and bright earth tones, the identity references the furnishing industry.
Collective will officially launch to the public in Spring 2020. They wanted something as refined and conceptual as the solutions they provide their clients, and SIREN exceeded those expectations. We look forward to rolling out the brand on a wide scale.