Sundays—known for their Westcoast Modern inspired furniture—was looking for a brand refresh as a way to capitalize on their unique offering and perspective within the furniture industry. Working closely with the co-founders we distilled the brand strategy and identified four brand pillars—design, quality, ease and warmth—to help guide the work moving forward.

Art direction was one of our first areas of impact. We wanted to create imagery that invoked the feeling of living—the chaos, the fun, the messiness of real life. We shifted to always shooting in real spaces—ideally with natural light and informal compositions. The styling became simplified and intentional and shooting with real people became our priority.

The "Welcome Home Series" was introduced allowing Sundays to showcase pieces in different homes across North America while the "In Good Company" series highlighted a deep love of hosting.

The logo and typography were already established but how the brand used them was not. We developed an editorial approach for layouts that helped to ground the energy of the new photography direction and provide structure for longer form content.

The Sundays yellow took us the longest to nail down despite being the most obvious choice for a brand that looks to invoke "the ease of a Sunday morning". This sunny and warm palette both compliments the warm neutrals of the furniture and demands attention in a retail segment that often appears self serious and restrained.

Sundays retail spaces—both online as well as brick and mortar—were re-envisioned to reflect the new visual identity. We worked to create spaces that feel beautiful and warm while also maintaining intuitive functionality that allows for an easy shopping experience.

This brand has been made for, and in-collaboration with, so many—photographers, videographers, designers, architects, artists, like-minded home owners, small business owners and the wonderful and talented in-house team at Sundays.