After several decades of relative success, this traditional manufacturing company was acquired by two ambitious, Harvard b-school grads seeking to make a difference in the often staid industry of contract furniture. The first step was to re-introduce the company as a revitalized brand with a specific POV and mission guiding its products. A complete make-over of its visual identity and marketing materials was followed by the creation of a new Chicago showroom and a series of roundtable events with key customers. In a period where the market as a whole saw a decrease of over 30%, Brandrud was able to nearly double its sales, creating new awareness and interest among a key group of influencers in the architecture & design community.

This multi-year project cemented the collaboration between Incite principals Dan Caine and John Burgess, affirming the efficacy of their approach to brand-building.