Allseating

Helping a seating manufacturer stand out in a changing marketplace

Allseating, a Toronto-based seating designer and manufacturer, has always had a solid reputation in the industry. But after 25-plus years in an increasingly cluttered marketplace where all the players talked about “good design”, the company was finding it a challenge to stand out.

After embarking on an industry research study—including interviews with key stakeholders in Canada and in the U.S.—we uncovered that the brand was known for its unflappable flexibility, both in terms of product design and customer service. Our strategy moving forward was to align Allseating’s entire brand platform with this idea of flexibility.

When you’re a flexible company, you’re easy to work with. This extends beyond the in-person interactions to all aspects of client engagement. The concept drove a more editorialized approach to advertising and marketing literature that put people first. And it inspired the development of an innovative, industry leading digital specification experience that integrated value-added content into a responsive site that works wherever an Allseating dealer does: at the office and on the road.