Bernadí is a family business that leads the workplace furniture sector in Barcelona. After years in the industry, it had built a unique relationship with brands and designers, making it more than just a furniture distributor. To transcend that category required a cultural shift, which would ultimately be catalysed by a new brand.

We proposed a narrative that repositioned Bernadí as a consultant, beyond mere sales or interior design, positioning the brand as a creator of work cultures. This began by naming and defining its differentiating arguments: its unique methodology, the B Method, and the outcome of its work, the Concept Spaces, but also operational changes such as moving away from relying on catalogues and focusing more on case studies as sales arguments. All of this was part of the new corporate slogan: Work Forward. A new philosophy that is also a call to action.

The new Bernadí brand transitions from an Egyptian-style typeface to a grotesque one, which goes beyond mere aesthetic simplification. With a flexible modular language inspired by the grid of the spaces, the entire visual identity allows for editorial uses as well as the possibility of adapting to numerous applications: from Bernadí’s website to all its digital assets and catalogues, as well as two strategic assets we defined during the project. These include the new Bernadí showroom, the Bernadí Hub, and its community of workplace experts, The Next. At the Bernadí Hub, we intervened in a signage project that combined the visual identity with messages designed to help convey the brand's cultural shift with creativity, aiming to connect with the creative classes that the brand, its space, and its community seek to attract. We created a brand that believes in the transformative power of spaces, and ultimately, we applied it by rethinking its own space, shoulder to shoulder with the interior design team.