As one of Australia’s leading furniture and interior design firms, Living Edge needed an online store that matched the experience of their physical stores. To re-invigorate the brand with a new website, we built a site that had the same qualities as their furniture: clean, classic and supremely comfortable

Role: Creative Director
Client: Living Edge
Agency: Future Büro
Year: 2015

When they first approached us to reimagine Living Edge’s digital presence we realised there wasn’t much of a connection between  the brand and its actual products. Their physical shops looked great but anything beyond that, especially their digital presence, needed some attention. To us it was important to create brand consistency and to achieve that, we had to further develop their brand.

We started using the actual products as inspiration to create a new direction for their brand that articulates Living Edge’s distinctive qualities. In doing so, we set a style for not only their online but also their offline presence. It was a massive undertaking, but it really helped redefine the voice of the brand and helped tell their story.

Living On is the soul of Living Edge – it’s the brands commitment to taking responsibility for their impact on the environment. With the prospect of an ongoing web series, this video aimed to expand the Living On program beyond the usual ‘annual report’ model into something a little more memorable and meaningful.


Jack De Caluwé is a graphic designer and filmmaker based in Portland, Oregon USA. Currently serving as Executive Creative Director at Instrument—a brand experience agency.

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