West Coast Industries
75 Years New – Rebranding a California Design Icon
How does one of America’s most established furniture manufacturers position themselves for growth in the digital age?
Designed and made in California, West Coast Industries (WCI) is a respected maker of premium contract furniture. Industry experts in manufacturing custom tables and seating, they boast a client list that includes Hilton, Hyatt, W Hotels, Conde Nast, Twitter, Cisco, SF MoMA, and the Philadelphia Museum of Art.
As part of an ambitious growth strategy, WCI entrusted Landscape to reexamine and reimagine the West Coast Industries’ brand. Over the course of a year, we designed a net-new experience to more clearly convey their offering within an increasingly competitive market.
Working closely with their leadership team, we redefined their brand position, messaging, and digital experience. Updated brandmarks, palette, and typography allowed the company to signal their role as a contemporary design partner to a new generation of designers. Bespoke photography, a deep illustration library, and process-focused video expanded the company’s reach across mediums.
Online, we streamlined a complex product portfolio into an intuitive information architecture, presenting a simple and confident arrangement supported by warm, custom content that improved the emotional connection with their customers. Additionally, the site offers a range of unique functionality to expedite the specification and ordering process for both designers and WCI’s customer service team.
As a result, WCI registered a double-digit percentage increase in critical sales shortly after the launch, while remaining true to the values that have shaped its legacy.