Better Spaces by Design
When we first fired up a conversation for this project, it was with SmithCFI, a 70-year-old furniture, fixtures, and equipment (FF&E) company with a sterling reputation as the Greater Portland Region Steelcase dealer. When a shakeup in leadership brought about a complete reconstruction of strategy and future plans, SmithCFI called on us to deliver nothing short of a full rebrand to reposition them as a hip, technology-forward interior design firm.
Any rebrand project involves starting with a significant research push. This is what informs the foundation of the brand, described by a detailed brand voice that, in this case, we knew had to be accessible, creative, and intelligent. From there, we turned to the new name. Inspired by the company’s always-on vision for how every minute decision from start to finish affects the way people use a space, we landed on Hyphn. As a hyphen joins two words to create a new meaning, Hyphn creates connections between people and their spaces. Perfect.
After in-depth conversations and a dive into the analytics of the old SmithCFI website, it became evident that visitors are most interested in seeing design theory in practice. So when we set out to build the new site, we made sure to shine a spotlight on case studies, replete with high-quality imagery and insight from the clients themselves. As Hyphn’s strategy shifted, it sought to consistently publish content that positioned the brand less as a furniture dealer and more as a full-service space design and consultancy shop, which we were able to assist with by creating a marketing program and managing asset creation.
Immediately after the brand was released, the phone started ringing off the hook. Partners, clients, and competitors alike rushed to wrap their heads around what the stark change signified. Overnight, Hyphn became a force of change in its industry, positively impacting the way real estate brokers, the architecture and design community, and their clients converge to create smarter, more usable spaces for all.
“Instead of cookie-cutter proposals, Devise’s tailored approach is built around focused research and insights. Their values and work style match ours and they’ve become a trusted partner.”
Shastan JeePrincipal GM - Hyphn