AAF DC
This growing high-end furniture, architectural glass, and acoustics representative, with up to 14 product lines, needed a cohesive brand capable of speaking to a remarkably diverse audience, from architects and interior designers to higher education, healthcare, hospitality, airports, and public spaces. The greater challenge was to communicate a shared belief across very different environments: Can a space be both beautiful and purposeful, designed to support focus, comfort, and human experience while making responsible choices for the planet? The brand needed to unify these diverse applications around a clear point of view: thoughtfully designed environments with clean, compelling lines, meaningful function, and a commitment to sustainable materials and practices.
We built the company’s visual identity from the ground up, creating a flexible brand system that could speak authentically across diverse markets and environments. From brand standards and presentation systems to marketing templates, email, seasonal campaigns, digital assets, and experiential applications, every touchpoint was designed to reinforce a shared philosophy: beautiful, functional spaces that support people while considering their impact on the planet.
The new brand identity gave the business a cohesive premium presence across its diverse audiences and product lines while making its larger point of view clear: great design should do more than look good; it should improve how people experience a space. The scalable system also simplified the creation of marketing and sales materials, allowing the team to move more quickly and consistently as new products, partnerships, and opportunities emerged.
For The Work/Life Group the voice is rooted in balance, harmony, and intentional design. The lemniscate—an elegant symbol of infinity—was chosen to embody the seamless flow between work and life, each sustaining and enriching the other. Its form speaks to sustainability, reflecting the brand’s commitment to green spaces that nurture well-being, elevate mood, and strengthen business health. Through this identity, the brand radiates a calm, modern aesthetic that inspires both productivity and purpose.
Complete StyleGuide
Website | Landing Page
Good Energy Kit - AI Generated for presentation purposes only.
NeoCon and Fulton Market Design Days bring the global design community together in Chicago for a week of discovery, inspiration, and relationship-building. But with miles of showrooms to cover, meetings to make, and new products competing for attention, even the most energized participants can run out of steam.
The Work/Life Group saw an opportunity to make those connections more personal.
We created Good Energy, a branded wellness kit designed to keep clients, designers, and partners going throughout the week. Kits were offered to participants who RSVP'd for showroom tours and meetups, as well as guests at sponsored coffee breaks, happy hours, and invitation-only events.
Rather than simply asking participants to stop by and talk business, Good Energy gave them a reason to stop, recharge, and connect.
As the first test of the program, Good Energy successfully created new opportunities for face-to-face engagement throughout NeoCon and Fulton Market Design Days, turning brief moments of refreshment into valuable conversations and relationships that will extend beyond the show floor.
LinkedIn | Video Post Announcement
Instagram | Brand Experience Engagement
Digital Communication | Newsletter Email
Promotional Postcards
Business + Portfolio Cards
Jumbo Marketing Cards