DLX Product Launch
DLX isn’t an ordinary office chair — it’s backed by bespoke design, holistic ergonomic engineering and definitive product features. We were tasked to help drive awareness for this elevated stature of product to a new market segment not currently served by their existing business market - a product line that took 10 years to create.
Service
Creative Direction, Marketing Strategy, Brand Identity
Client
DLX
Year
Launches in Janurary, 2021
Luxury seating. Accelerated.
Much like success—luxury is in the details. Every stitch—reinforces a decision. Each engineered angle—informs an opinion. And a perfectly adjusted headrest—can bring everyone around to your way of thinking.
Whether it’s the unparalleled comfort of leather-bound ergonomic support, or the thrill of knowing you’re in the driver’s seat. DLX is designed to connect with those who never stop moving—even when they’re sitting still.
The Creative Direction
We developed two different brand directions – both spoke to this mesmerizing product launch, but in completely different ways. From a "Hero" Archetype that has talents, tools, even super powers—we wanted to create a brand that truly connected with our consumer need.
The second direction pushed the envelope, introducing color and mixed the "Pioneer" and "Wizard" Archetype, creating a magical world and turned DLX into an epic tale.
