RESEARCH. Brand & Business Audit. Competitor Analysis. STRATEGY. Positioning. IDENTITY. Naming. Logo Design. Stationery. EXPRESSION. Brand Collateral. DIGITAL. Web Design & Build. MANAGEMENT. Brand Guidelines.


Detail by Design (DYD) was the result of rebranding a joint venture between Kruger international (KI) – one of the leading designers and manufacturers of furnishings in the United States, and its Indian Partner. The business produced lines of desks, tables, workstations, chairs, filing cabinets, and wall panel systems for corporations, healthcare facilities, government agencies, schools, and colleges.


After launching in India as a joint venture, KI’s Indian partner decided to part ways with the American firm. This resulted in the need for a modern furniture brand with a contemporary brand identity, including a new name and brandmark. The new brand would serve growing markets such as the Middle East, Asia Pacific, and Indian sub-continent.


With a mandate to create a high-design and customizable furniture brand backed by world class designers, we commenced our engagement with meaningful category research. This led us to crafting a positioning statement that anchors the new brand to meaning, to guide it from conception to growth. We birthed a new brand name – DYD, which stands for “Detail by Design,” followed by design of a logo that captures the essence of modernity. Next, we developed detailed brand guidelines that capture the rules of usage for the DYD brand, followed by the creation of a stunning new website. We also created catalogues and brochures for several of DYD’s product ranges.


The rebranding to DYD helped position the new entity as a contemporary furniture manufacturer with a keen sense of design and high-functionality ergonomics. This in turn helped in forging a new path of business success for our client.