The East London Furniture Institute was created to inspire the next generation of furniture makers, upholsterers and craftspeople. The challenge was creating a public-facing identity that honoured the heritage of the long-established AMUSF organisation while making the organisation easier to understand, remember and promote.
Signal developed the new name, East London Furniture Institute (ELFI), creating a clear public-facing identity that unites T Levels, AMUSF Diploma programmes and specialist short courses under one memorable brand.
The new identity was built around a distinctive logo inspired by woven fabric and traditional woodworking joints, reflecting the institute’s specialist disciplines and craftsmanship.
Look more closely and the mark also subtly forms the letters ELFI, adding another layer of recognition to the identity.
Signal also designed and developed the website, prospectuses, marketing materials and digital assets, creating a consistent brand across every touchpoint.
Signal continues to provide ongoing creative support, helping ELFI promote its courses, engage prospective learners and build recognition across the furniture making and upholstery industries.
Client testimonial:
The new name and identity transformed how people understand who we are and what we do.
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