A brand-new start
Handling Space approached me and another designer to develop a new brand system and website to keep up with their growing business. They were looking for two things:
A new visual identity and logo to attract clients and partners on Instagram↗
An e-commerce solution to improve product discovery and invoicing, which was done through email at the time
Challenging art direction
Unlike conventional retail, Handling Space didn't manage their own inventory. This meant that we had no control over product images since they were sourced from the original maker. We needed a flexible system to unify different art directions into a single identity for the business.
Our direction aimed to recognize the humanist vs. structural aspects of furniture and apply them to our visual identity. On Instagram, the Handling Space logo takes a swatch from the primary color of the product. This made the business feel more diverse, playful, and native to both furniture and viewer.
For the website, we decided to emphasize structure by distinguishing the brand from the products. After all, the website was an owned space compared to Instagram's shared platform. Our design system used monotone colors, blocky UI elements, and a grotesk typeface to create more contrast. However, our guiding principle was to use this system to build a framework that allows the products to shine within it — much like the architecture of physical showrooms.
Originally, we planned for a two-staged rollout that introduces a product catalog in the second stage. While we have completed our designs and planned to use Shopify to build an invoice system, the project was ultimately halted due to external factors.