Recent

Morgan Furniture has recently completed a comprehensive rebranding exercise that has resulted in a refreshed corporate identity and improved marketing literature including the redesigned website, Seville, Miami and Diva brochures.

These are the aesthetic elements that will be immediately apparent to customers, but are the result of a time-intensive, professional rebranding exercise which delved deeply to explore and define a new mission statement, a vision for the future, a well-defined market position, a set of core values, and a recognisable personality for Morgan. Customers were an integral part of the process in interviews conducted by the rebranding agency and helped crystallise what Morgan does best now, and importantly how it can improve and move forward in the future.

‘Original, British, in-house design coupled with a no-compromise approach to the highest quality British manufacturing standards,’ is how Morgan is best summed up by customers and partners, and is one strand of the research that helped to shape the visual communication tools such as the new logo, typeface, brochures and website.

‘Inspired Collections’ is the new strapline that reflects Morgan’s unique approach to design. Unlike most competitors who produce standalone pieces, Morgan devises collections of products to meet every conceivable need. Care and Originality are the building blocks to Morgan’s success and articulate the way in which every customer will be treated, in every department and by every single member of the Morgan team. There is an entire manual devoted to this but examples of ‘care’ include an obsessive attention to detail, minimising mistakes and never saying never. ‘Originality’ is already a hallmark with which Morgan is closely aligned and includes ingenuity in solving design and manufacturing challenges and meeting clients’ requests, and leading rather than following trends. Both are also key to producing products with style and, at the same time, value for money.

Already successful and well respected in the contract furniture sector, Morgan undertook this exercise with an eye to the future. Managing Director, Rodney McMahon comments, ‘In a challenging economic climate, differentiation is the key to success and now we have a very clear handle on what we are about at Morgan, what we want to change and where we want to be in four years time: that is the leading designer and manufacturer of contract furniture in our market and on the shopping list of every major buyer and specifier for UK and international projects.’