Muuto

Project

Client: Muuto

Project: Digital Platform

Year: 2017

Strategy
Creative Direction
Design Direction
User Experience
User Interface
Website

Credits

Pandi Web

Muuto had built a strong business platform across the world, anchored in modern design products and aspirational storytelling. We worked with Muuto to translate this vision into a digital experience that would both support the brand and provide an avenue for future growth.

One of Denmark’s most prominent design brands in modern times, Muuto had been on an explosive growth journey, first in Scandinavia, but soon into all parts of the world. Front runners in the so called “new nordic” movement, their vision for a modern design aesthetic that was more relatable to people’s everyday lives quickly made them a must-follow; by the industry, and by a growing community of almost a million Instagram dreamers from all over the world.

Muuto had built their core brand in the pre-ecommerce era, with beautifully crafted catalogues, events and best in class tradeshows. But as our initial studies revealed, the organic traffic they experienced on their website showed great promise for a digital future.

Muuto clearly had a voice, so our challenge was simple: how do we bring the brand to life in digital without losing the core of what people originally fell in love with? We helped Muuto move from a non-responsive, legacy website into a light and modular platform, which allowed for all content types and rich storytelling. And as part of the journey, we refined core elements in the brand identity in order to give the brand more agility in a digital context.

Muuto has since progressed from a company with no digital strategy into having a larger team fully committed to growing the digital experience. We continue to consult as a trusted partner and have been involved in designing the B2B functionality and ecommerce platform set to launch later this year. This is all based on the fundamental principles and framework we set out in phase 1 of the digital brand roll out.

Project information

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One of the key objectives of the platform was to provide a canvas for the large library of content created with every new product launch.

Modular and responsive grids provide flexibility for all content formats while keeping core brand elements in place.

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Removing “New Nordic” from their logo to show the evolvement and independence of the brand, while simplifying the look for all applications across devices.