Brand Identity for Fursys Workplace Furniture
The modular logic of office furniture becomes a brand designed to move with work.
Porto Rocha repositioned South Korean office-furniture maker Fursys for global expansion around the vision “Make Room for Reinvention.” The scalable identity combines a grid-based wordmark, The Corner symbol, custom bilingual typography, illustration, motion, photography, and physical and digital touchpoints to express adaptable workplaces.
Insights
- Porto Rocha drew the wordmark from a shared grid and redrew the existing symbol as The Corner, translating product modularity into a common graphic structure.
- Custom Fursys Sans extends that geometry into complementary Latin and Korean character sets, connecting the global ambition to the company’s home market.
- Photography is organised around product, process and placement; illustrations follow the silhouettes and gestures of people using the furniture.
- The positioning shifts attention from buying furniture to an ongoing relationship, from planning and installation through support. The client’s service range makes that promise tangible.
- The Proven Visionary verbal identity combines established expertise with curiosity about future work, linking the new promise to a decades-long operating history.
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