Creating Office Gems

Office Planner

Brand Strategy • Brand Identity • Internal Organisation Analysis • Internal Branding • Market Segmentation

Office Planner is an established 26 year-old furniture manufacturer with a stellar track record of government projects and commercial offices. Through providing customisable and adaptable furniture, they help businesses optimise their offices and define their culture through their workspaces.

Their Challenge

With over two decades of experience in the office furniture business, Office Planner had built a reputable name through servicing government clients. They came to us looking to rejuvenate their brand and elevate their positioning to expand into the commercial sector and outreach to architects and interior designers.

Our Solution

We conducted interviews within the commercial sector to gain insights into this segment and define a commercial segment roadmap. The market segmentation we developed included a key pillar of innovation, which was to embark on eco products for future pipelines. An internal organisational analysis was also conducted through interviews and discussion with the team to develop strong internal branding.

This laid the foundation for rejuvenating Office Planner’s brand. Firebelly coined a new tagline, ‘Creating Work Gems’ and designed a logo with two gems, each symbolising office furniture and employees, to embody their purpose. This came with a renewed brand identity which exudes innovation and sophistication. The rebranding differentiated Office Planner, and they became the first furniture company in Singapore to achieve GreenDNA Certification in 2021.