Great office furniture is built to last, but 99% of commercial furniture ends up in a landfill.
Brand · Strategy
We were approached by an ambitious founder — with a game-changing digital tool — who wanted to end this cycle of waste. Their vision? A marketplace that connects companies looking to sell furniture they’ve outgrown with those looking to acquire great pieces — a one-stop platform for the life-cycle extension of commercial furniture.
How would we create a brand that served as an inspiring call to action to an established business ecosystem, while engaging new consumers with a lively, playful tone? Could we shake up a marketplace that's historically buttoned-up by being playful and bold?
Rapt Studio developed the new brand — from the name, brand strategy and expression — which debuted at NeoCon 2021. Introducing Reseat.
Architects, designers, and dealers find in Reseat an easy-to-use tool to search, specify, and manage second-life furniture stock — removing all the painpoints that typically prevent them from folding pre-owned furniture into their projects.
An elegant, minimal brand system is supplemented by pops of character and color. A playful palette and asset approach draws inspiration from discount stores and bargain bins.
Art direction embraces a similar mix of high and low: think running shoes on a thirty-thousand dollar table by Mobili Italiani Moderni.
Reseat is more than a marketplace — it's a community of people who care about quality, value, and the environment, and who know that keeping great furniture alive is as good for business as it is for the planet.