Founded in 1987 as a small father and son business, Knight have always had a mission to bring high quality products to a wide audience group. Recently however, after operating through resellers over a number of years, Knight had found that the awareness of their brand was diluted, in-part due to the company’s reliance on resellers to advocate for the brand in stores around the country.

After a deep dive into the company values and brand positioning, we uncovered that there was a need to elevate the brand presence to match the brand’s vision; so that end customers requested it in-store, and resellers were drawn to offering it as an option on the shop floor. 

Competitor brands are on either end of the spectrum; high-end furniture with an exclusive price point, or affordability but a lack in quality and design execution. 

 

We developed a story for Knight that centres around their mission — to exist in the space between; marrying quality and accessibility. After developing the brand strategy and helping Knight articulate their story, we designed a refresh of their brand visual identity. Knight’s outward identity tells the story of structure, space, distribution, and utilitarianism. Echoing their product offering, we designed the identity as a modular system; equipped with tools for the team to strategically catalogue the range, emphasise each product’s interchangeability, and highlight its most important features.

Included in the rollout was a full suite of new brand photography and collateral items that specifically help resellers on-the-floor; making Knight a go-to brand for ease of sale and quality in purchase. Knight recently launched their new website, and now feel they have a strong brand presence against competitors.