WeFurn is a startup that provides sustainable and ergonomic workspaces for a fixed and affordable monthly fee. The company has a versatile and modern branding in language, form, and image. The branding is based on the sharing economy, a trend within the circular economy where resources are conserved by temporarily using instead of long-term owning. The name WeFurn stands for “We furniture your office,” and the short pay-off “You work” serves as a brand promise. The branding is centered around the core concept of an “ontzorgservice,” which means “worry-free service” in Dutch. This concept was used to create a complete brand passport.

The logo, inspired by the fluid motion of the circular economy, features a W that resembles a rolling office chair wheel, a nod to the flexibility of WeFurn’s services. All marketing materials feature an FSC certification, a conscious proof of sustainability. The use of elephant grass paper, which grows to promote the natural landscape next to Schiphol airport, was also incorporated into the branding.The branding and concept of WeFurn have been incorporated into all the necessary materials for starting a business, including business cards, brochures, letterhead, website, animations, and all other marketing materials. The result is an identity that runs smoothly from start to finish.