Morgan

Morgan is the leading designer and manufacturer of high-end contract furniture to the hospitality and hotel market.

Brief

Although the Morgan brand is synonymous with quality and style, the company wanted to reinforce their position as leaders at the high-end of the marketplace. Stills was chosen to develop a new communication style for Morgan. Included in the project is the definition and refinement of the Morgan brand, as well as the design of new literature, a new website and advertising.

Solution

Stills developed a Brand Blueprint for Morgan, based on market research – this included a brand vision, values, personality, communication and language guidelines. We also developed a photographic style to take forward across all communications. The Morgan brand identity also required amendment to bring it in line with the desired brand proposition. This was done with great sensitivity to its existing equity in the marketplace. The re-design of all literature, advertising and a new website not only secures their position as a design-lead business at the high-end of the market, but also crucially differentiates the business from its competitors.