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Mohd. That's More.

  • Alessandro Giua

Mohd is a worldwide leading company in luxury furniture and design, offering the best selection of international design and exclusive interior design services, both online and through their physical showrooms in Italy. Mohd opened their first showroom in 1968, and launched the e-commerce in 2011. They needed consultancy to build a new brand image able to lead them towards a new chapter of the company. A challenge that required a flexible and multidisciplinary approach taking in consideration all the different touchpoint and business needs. We used the power of storytelling and developed a book/manifesto putting together distinctive stories to tell the brand in a charming and cultured way differentiating Mohd from the competition: a family business born from a passion for design, its philosophy, the typically Italian cult of beauty, the first fifty years of activity, etc. A proper manifesto that builds the brand chapter by chapter, using a warm, confidential, ironic tone of voice. Full project: http://www.alessandrogiua.it/mohd.php

240mm × 280mm, CMYK + 5 Pantone® spot colors, Heaven 42 Soft Matte 150 gsm paper, printed in Italy. The book was produced by a printer in Palermo, the same printer of Andrea Camilleri's books
The stories of the book have been spread consistently across several channels, including the website generating an emotional and immersive storytelling experience, newsletters, and social media.
We created an integrated campaign to communicate the new positioning in its simplest form by adapting the tagline and its flexibility. A new differentiating brand approach that associates important brand values and most iconic furniture with the brand itself, adaptable on both offline and online channels. A new visual language, punchy colour, a bold graphic style, clear messaging and a revised art direction.
A company profile was designed to summarise the business, its services, milestones, history, with a consistent look and feel of the book and the company’s new identity.
The first Mohd showroom was opened in 1968. So we created a poster, an homage to the creativity and genius of the design companies and designers of the 1960s, combining one of the most creative and playful slogans of the French “May 68”, and some of the most iconic and innovative products of those years, especially Italian.
Mohd. That's More.
Editorial design, brand campaign, digital design.
Full project: www.alessandrogiua.it
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