work

info

contact

Overview

What a Place is a conceptual luxury furniture brand centered on bold simplicity. The project involved developing a complete brand identity and design system that is clean, confident, and infused with its own playful personality.

What a Place

Sector

Furniture / Lifestyle

Type

Branding

Year

2023

The Challenge

The main challenge was designing a dynamic logo that could adapt to different use cases while maintaining a strong, recognizable brand identity. Strategic use of empty space was incorporated to allow creative flexibility and convey a sense of playfulness.

The main challenge was to design a brand identity that felt both timeless and contemporary.
It needed to be simple and sophisticated while also having a sense of personality and liveliness that would differentiate it from traditional luxury brands.

Creative Process

The concept began with the brand name, What a Place, a phrase that already conveys expression. Rather than creating a symbol, icon, or lettermark, I chose to fully display the brand name, letting the logo itself serve as the primary visual message.

Using generous spacing and adaptable layouts to give the letters room to breathe, allowing additional elements to interact across different use cases. This flexibility enables the brand to communicate in a playful and dynamic way.

The Solution

For the final design, I chose a clean sans-serif typeface and a black-and-white palette with royal blue accents to achieve a minimalist look. Transforming the letters “T” and “L” into arrows adds personality and a sense of motion, creating visual interest. The result is a cohesive and flexible identity—a brand that stands out through bold, confident simplicity.

Reflection

This project gave me a valuable opportunity to explore how flexibility and adaptability in design can shape a brand’s personality.

Working with a dynamic logo taught me how to balance space, hierarchy, and motion to create a cohesive identity that communicates both confidence and playfulness. It also reinforced the importance of a strong, flexible brand system for maintaining consistency across different applications—an insight that continues to inform my approach to branding and visual storytelling.

(Final Solution)