Launching a new company requires more than a logo, it requires a clear identity, a defined market position and a cohesive story that connects product, brand, and customer experience. With Flitch Furniture, I had the opportunity to build all of that from the ground up.

Working closely with the founders, I led the creation of the brand from its earliest stages. This began with naming the company and developing the foundational brand identity, including the logo, visual language, messaging framework and brand guidelines that would shape every customer touchpoint.

A key part of the process involved researching the furniture market to determine where the brand could best compete. Through this work, we defined a positioning strategy centered on modern design, quality materials, and a core differentiator: the ability for customers to customize their furniture pieces. That positioning also helped inform early partnerships and distribution opportunities that supported the company’s sales strategy.

To bring the brand to market, I designed and built the company’s website, which included an interactive tool that allowed customers to configure and customize their own furniture. This feature became a central part of the user experience and a key selling point for the brand.

Beyond digital design, I produced the visual content that defined the brand’s look and feel. I shot all product photography and lifestyle imagery, capturing the furniture in environments that reflected the brand’s modern, approachable aesthetic. I also designed printed sales materials and marketing collateral used to support retail and partnership conversations.

From brand strategy and identity to digital experience, photography, and marketing materials, the project represented a true ground-up launch—helping transform an idea into a fully realized brand ready to enter the market.