Fittingly
Fitting in? Not this brand.

Brand Challenge

Fittingly needed to disrupt an established and crowded market of fitted furniture giants. They needed to embrace their challenger status and develop a new brand positioning and visual identity that could leverage it to resonate with a new generation of homemakers.

Behavioural Insight

Times have changed. People are more empowered than ever and for homeowners, their home is an important expression of who they are. So if their dinner can arrive at their home with just a few taps on their phone, why should owning fitted furniture require an ensemble cast and military scheduling? They’re no longer content with cookie-cutter or “standard” solutions. They want more control and freedom to express themselves through their fitted furniture. They want to do it their way and with no compromise.

Transformation

We positioned Fittingly as the “creative wingman,” empowering homeowners to make their fitted furniture “totally theirs.” We wanted the world to know that Fittingly doesn’t play by the same rules as the competition. That the limitations of traditional fitted furniture don’t apply to them. Letting homeowners customise exactly to their measurements, and take total control of the entire experience allows complete control over everything in the design and installation process.

A distinctive new logo with the ‘ly’ suffix became the brand asset. It brought the “totally yours” positioning to life and facilitated bold typography and a unique tone of voice and messaging framework. This framework encouraged customers to embrace their playfulness and celebrate customisation. Building a platform for distinctive imagery showcasing playful and unique designs, for playful and unique customers.

Last but not least, we wrapped the brand in an unforgettable colour: Blurple (a playful blend of blue and purple). This bold choice mirrored Fittingly’s commitment to defying convention and embracing individuality.

The word 'fittingly' written in white, stylized text on a blue to purple gradient background.
A woman sitting on a wooden chest in front of a bed with striped orange and white bedding, in a modern bedroom with blue and beige cabinetry, decorative objects, books, and plants.
A purple background with white text that reads "The key to totally yours" and an L-shaped tool with a label "fitting" going through the middle of the text.
A purple magazine titled 'fittingly' with a cover photo of a modern bedroom, surrounded by a pile of black screws, a cup of coffee with latte art, a small L-shaped Allen wrench, and a silver adjustable wrench on a light purple background.
A blue delivery truck parked on the side of a city street with the word "fittingly" and the phrase "Totally Fittingly Yours" written on its side.
Advertisement poster showing a woman sitting on a bed in a modern bedroom. The poster features the word "fittingly" in large purple font at the top, and the phrase "Totally Fittingly Yours" at the bottom.
Person wearing a purple jacket with the word "fittingly" printed on it, pointing to the logo.
Laptop on a wooden desk displaying a 3D furniture planning application with a cabinetry design
Screenshot of a website called Fittingly, offering custom furniture design services, featuring images of modern furniture and a person sitting on a bed.
A collection of presentation slides with branding guidelines for 'Fittingly', covering tone of voice, brand colors, typography, icons, principles, and visual examples.
Illustration of a screwdriver, hammer, and wrench.
Screenshot of a website with the logo and URL for fittingly.co.uk, featuring the company name 'Fittingly – Totally Yours' and the Fittingly logo in purple
An iMac computer displays a webpage for fittingly, a furniture website, with a bedroom interior photo on the screen.
A blue sign with white text that reads: "Look Mum, I fitted it myself" and a small signature "fittingly" at the bottom.
Text on a blue vertical banner that reads 'Hello fearless beginner' against a light purple background.
Sequence of four images: an interior staircase, a blue graphic with 'Screw standard', a staircase with white cabinetry, and a blue graphic with a screwdriver and text 'Proudly fit it yourself'.