Bringing the brand of the world's best task chair, and the firm who created it, to life


When a US manufacturer bought the rights to distribute LIFE in the northern hemisphere, Formway became more of a global player and needed a clear brand story that could be articulated in any market. designworks updated the core identity, established a brand hierarchy and provided a brand palette. LIFE was designed as a sub-brand, part of the Formway identity but distinctive enough to stand alone.

Result: To date, the LIFE chair has won 11 international awards and is featured in offices across the world, including Google's Shangai headquarters

Deliverables: Identity design, marketing collateral

WINNER Visual Communication, NZ Best Awards