A furniture manufacturing company that serves several connected industries: e-commerce furnishings, hospitality, conventional residential and furnished living.

One company was selling to very different markets. It needed a single brand strong enough to hold all of them, while still letting each industry feel like it had its own place.

Built an umbrella brand around five ideas: togetherness, connectivity, fluidity, intertwined and one company. The symbol is a single line that swirls into three vertical lines, and the spaces between them spell ISL. Each industry gets its own color under the same mark: orange for e-commerce, yellow for hospitality, teal for residential and blue for furnished living, all anchored by navy.

A complete identity system: main logo and mark, sub-brand logos, color and type guidelines, business cards, letterhead, email signature, website direction and a brand pattern used on catalog totes and merchandise.