Brief
Absolute Upholstery, a well-established business in Petersham, Sydney, had been operating for over two decades under its previous owner. When Danny King took over the company, he recognised the need for a refreshed visual identity that would bring the brand into the present while respecting its history. The challenge was to modernise the brand without alienating the existing customer base, ensuring that long-time clients still recognised the quality craftsmanship and reliability they had come to trust.
I was commissioned to lead the rebrand, developing a new visual identity that would reflect the company’s expertise while also appealing to a broader audience.
Installation view of custom graphics
Square business cards
Approach & Branding Decisions
The goal was to create a versatile and timeless brand look, something that felt fresh and contemporary but retained a connection to the company’s heritage in skilled upholstery work.
Typeface Selection: I chose Space Grotesk, a contemporary interpretation of early 20th-century sans-serif fonts. This decision gave the brand a classic yet modern aesthetic, bridging the gap between tradition and innovation.
Logo Design: I crafted a custom logo using the lowercase ‘L’ from Space Grotesk, abstracting it into a subtle representation of upholstery tools - a nod to the craftsmanship at the heart of the business. This gave the logo a deeper meaning while keeping it clean and minimalist.
Colour & Material Choices: Danny was particularly drawn to classic gold motif window stickers, a traditional signage style often used in heritage businesses. Because the logo and typeface were bold yet simple, they worked seamlessly in this application, creating a sophisticated and inviting storefront.
To further support the local business ecosystem, we worked with Stickup Industries, a Marrickville-based signage company, to bring the new visual identity to life on the shopfront.
New signage installation view
Old signage and branding
New visual ID on their website
WIP developing business cards
Outcomes
Stronger brand recognition: The rebrand gave Absolute Upholstery a distinct and professional identity that set it apart in a competitive market. The new logo and typography balance modernity with heritage, reinforcing trust and expertise.
Increased customer engagement: The refreshed visual identity made the business more approachable to new clients while maintaining familiarity for long-time customers.
Seamless implementation: The signage and branding assets were versatile across digital and physical mediums, ensuring a consistent and professional look across all customer touchpoints.
This rebrand successfully positioned Absolute Upholstery for the future, blending tradition with contemporary appeal—an essential balance for any long-standing small business looking to evolve.
Custom signage installation
