Theme or characteristic found in various stories or situations.


Visual identity and website for bespoke furniture designers and makers Treeslounge. Established in 2008 Treeslounge has worked in collaboration with many of the UK’s leading interior design and architectural practices. Designing and manufacturing furniture for some of the countries most prestigious residential and commercial projects.


Working with filmmaker Thomas Wootton we created a series of textural woodland scenes that subtly capture the material origins of their work. The videos are supported by atmospheric soundtracks (sound on) compiled of audio recordings taken during the forests shoots, offering a moment of calm amongst the pace of online culture. These were then used as promotional assets to help launch the new brand identity and website on social media channels.

The identity is minimalistic yet robust, reflecting the companies refined approach to form and finish. We created an extended visual language including moving image that encompassed their focus on process and materials as much as the finished pieces.

The logo has two states; a full logotype and a supporting monogram using only the two syllabic consonants T and L. The spacing of the monogram is derived simply by the removal of the remaining letters, creating an irregular and intriguing negative space.

It was important that the identity allowed the products to talk for themselves and give Treeslounge room to focus purely on process and showcase finishing details.

“Treeslounge apply a practical, solutions based approach to all our projects and embrace the opportunity to explore new materials and techniques, alongside traditional, tried and tested methods to ensure the best final outcome.”