A Brand to Match the Craft and Credibility 

Interia had the runs on the board. What it didn’t have was a brand that showed them.

Decades as a manufacturer, much of it in the education sector, had left Interia looking functional where it needed to look refined. That’s a problem when your most valuable customer is an interior designer. Designers are aesthetically driven and fiercely protective of their reputation, and they read a furniture partner’s brand as a proxy for the quality of its work.

A dated brand was quietly costing Interia the rooms it most wanted to be in.

Two local key competitors had already claimed the polished, design-led ground, carried by beautiful project photography on their website and brand touchpoints. Next to them, Interia risked being perceived as the cheaper option, regardless of how good the product and service actually were.

Interia’s old logo

Brand Brief: Look the Part Without Pricing Themselves Out of the Room

Elevate how Interia is perceived, win the trust of an aesthetically driven audience, and stake a clear claim as Perth’s go-to commercial fit out specialist was the brand brief.

The whole challenge lived in one tension: sophisticated enough to earn a designer’s confidence, but never so premium it reads as expensive. The real prize was a position nobody else owned – genuinely good contemporary products at a fair price, backed by service the big players
couldn’t touch. Interia’s differentiator needed to focused on value.

Brand Positioning: From Overlooked Manufacturer to the Name Designers Trust

From: a WA furniture manufacturer with education-sector roots, perceived as functional rather than contemporary, with a brand that sold the business short.

To: a sophisticated fit out specialist that owns the sweet spot between style and value. Elevated enough for designers, warm enough for everyone, and never out of reach.

It’s a position that holds up because it’s true to the business, distinct from the competition, and genuinely useful to the people choosing who to work with.

All of the strong unique selling points for Interia lead into a single brand promise: Elevate your workspace. Inspire your business. 

Logo Design: A Wordmark with an Architectural Edge

The new brand identity we created centres on a custom INTERIA logotype. Clean, confident and contemporary. Precise letterforms with subtle angular cuts and open terminals give it an architectural quality that echoes the spaces Interia creates. Strong without being heavy. Modern without trying too hard.

The logo design runs as a primary mark and in reverse on Dark Grey and Moss Green, so it holds its own everywhere from an embroidered polo to large scale building signage.