HAY

I have been considering approaching another identity brief even after the failure of the last module. I am confident that if I choose an existing brand rather than trying to invent one from scratch I will maintain focus and spend less time working out how to create a niche in the market.

This high quality furniture brand would be a really interesting brand to work with, but it would have to be more efficient than the current one which works well with the collection. Another aspect could be creating a sister brand for a proposed collection... I will browse other brands surrounding the culture sectors, specifically art, design and product design.

The document below is  images of the documents and website all sourced from the link below the description.

A bit about the brand

HAY was founded in 2002 and the furniture collection was launched at IMM Cologne in 2003. HAY's ambition is to encourage Danish furniture design’s return to the innovative greatness of the 1950’s and 1960’s in a contemporary context. Today, ten years later that ambition has not changed! It is still a great inspiration and keeps us inspired and motivated every day in creating meaningful and sincere design.

Through our commitment to the design and production of furniture and accessories with an international appeal HAY strives to make good design accessible by supplying our trademark designs with affordable price tags. HAY is committed to nurturing and promoting the originality of young talents as well as exploring the twisted minds of established designers.
HAY always circles around architecture, sustainable design and high quality at affordable prices. In striving to design the perfect product, we embrace space, new technology, and society and seek to understand the grounds for modern life.

HAY operates in the field between architecture and fashion bridging the statics from architecture and the dynamics from fashion.  We are ambitious in the field of innovation and the use of cutting edge technology.

Source ~ [Accessed on 13/01/13]