Andrew Dominic

A designer-maker of hand crafted contemporary furniture, Andrew Dominic was established in 2009 in South Africa. Felt were approached to launch the brand into a global market using digital platforms to engage with a wider geographical audience.

Brand strategy / Identity / Photography / Copywriting / Film / Art direction / Print / Website design / User experience / Website development / Social media / PR

With a customer base of interior designers, architects and private clients who repeat purchase, their collections had organically grown into a medley of products and the website had evolved into an online catalogue with little brand presence. Our initial task was to sharpen the product collections into a cohesive offer and create a brand story which could then be marketed across digital platforms. The website was designed, crafted and built to enable easy navigation, categorising their products via room and collection types. User experience drives the upselling of products through the collections which are structured with entry priced products through to hero pieces. Customers can select specific timber and upholstery options, with ball park prices showing in each currency region to hone enquiries.

To appeal to cultures spanning the northern and southern hemispheres, the identity and visual language needed to respond to the aesthetic biases of South African, Australian, American and European based customers, whilst creating stand out from competitors in each region. An elegant brand mark which capitalises on their signature detail of semi circular drawer and door cuttings heads up the identity and appears across all applications. A warm colour palette reflects the timber choices in their furniture and allies the brand with the aesthetic sensibilities of the southern hemisphere. Product and collection cards are designed to communicate furniture specifications to customers and retailers making enquiries.

Photography played a huge part in this project and it was vital that we met the clients vision. The team art directed, produced and styled the shoot working with photographer James Darling whose experience and professionalism was pure grace under pressure. Copywriting was developed in house by the team. We continue to work with Andrew Dominic to elevate and grow their presence in the global furniture market.





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“We connected with Felt at the beginning of 2020 and looking back, it was a crucial decision for the growth of our business. With their combination of professionalism, transparency, wide range of creative skills and clear vision, we’ve been able to trust Felt with a complete overhaul of our existing brand, positively affecting every aspect of our visual language and helping us to build a robust business working across multiple regions. Working with Libby and the team is an absolute pleasure, an we are grateful to have their ongoing support.”

Andrew & Susie Williams, Owners, Andrew Dominic Furniture

Sector: Furniture + Interiors

Services: Brand strategy / Identity / Photography / Copywriting / Film / Art direction / Print / Website design / User experience / Website development / Social media / PR

Collaborators: Lifestyle Imagery - James Darling | Product Imagery - Bruce Boyd