A New Benchmark in Scandinavian Luxury

Rebrand For A Renowned Sydney Architect

Great Dane Furniture

Stafford Architecture

Although the Great Dane brand started out as a source for Danish mid-century modern furniture, it now embraces the wider idea of Scandinavian luxury. Our brief was to firstly evolve the Great Dane identity and visual language to embrace this new territory, then to apply this to the showroom interior.

Formerly known as Bruce Stafford Architects and with a global reputation forged in prestige design, Stafford is a boutique architecture studio specialising in unique luxury-living experiences with international appeal. Working with them to define an enduring brand strategy, we proposed the brand positioning statement – ‘Considered Elegance’ – as a direct reference to their architectural approach and to act as a guiding principle for the refreshed identity.

Brand Identity / Logo Design / Point-of-Sale / Print / Signage


A Solution That Is Clear As Day

Capturing subtle beauty

One of Scandinavia’s greatest luxuries is daylight, combined with the beauty of uncluttered open space. Across the new brand, we utilised white, open space and natural light. The logo is carefully proportioned and is allowed to sit in a generous clear space. Similarly, the store layout takes advantage of the large, regular space to allow the merchandise and the brand to breathe.

Texture is carried through to the collateral with the uncoated grey against the toothy feel of the bright white paper stocks. Karbon font was chosen to complement the elegant simplicity of the furniture, and the addition of gold foil provided the final detail needed to add the luxury element.

The Stafford brand has been crafted to communicate their design philosophy. Using light and shadow, it captures the temporal quality of moments experienced within a space, designed to be lived in and enjoyed. Creating a sense of timelessness, the art-directed imagery also serves to highlight the architecture’s structural and textural details.

When it came to the logotype, a word marque was crafted that felt both classic and contemporary whilst capturing 'Considered Elegance' in its purest form. Bespoke typography was designed – with cut away details referencing the wider brand concept of light and shadow.

Great Dane furniture branded retail bags, wrapping paper and business cards
Great Dane Furniture Brand Collateral Full Suite Concept Design
Great Dane furniture exterior illuminated signage at night
Great Dane furniture Product shots with premium Point of Sale tags
Great Dane furniture showroom overview 2
Great Dane furniture showroom detail shots
Great Dane furniture premium sample envelope and compliment slip

Project Completed at:

McCartney Design

Project Team:

Gary McCartney

Head of Brand
at There Design


+61 498 187 010

+61 498 187 010

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