Design Within Reach

Expanding a legacy brand Design Within Reach asked us to help launch DWR Contract, a professional, trade-focused division of the legendary Modern furniture retailer.

As part of our work, we developed a brand platform, key messaging points, and a new visual identity program for the division.


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The new logo needed to work as both a standalone icon and in association with the master Design Within Reach identity.

The new DWR Contract logo responds to the letterforms, colors, and proportions of the original Design Within Reach consumer logo while maintaining its own distinct look.

The approach is modular, reflecting the nature of large scale contract furniture programs.

For a promotional gift we developed a custom torpedo level, presented in a personalized slipcase that extolls the virtues of precision and simplicity.
Promotional gift for Design Within Reach, extolling the virtues of simplicity, balance, and play in design.

Promotional aluminum architect’s scale

Announcement poster sent to architects, interior designers, and contract furnishings specifiers

Alexander Isley
Christina Holland

Alexander Isley

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