Crafting Experiential-Relational
Branding for Interiors
{ Project Overview }
Established in 1975 as Seng Lee, Admira is a trusted surface design company with a long history of serving the evolving needs of the furniture and interior design industry. With its wide range of laminate products, the brand offers long-lasting reliability, style, and one-stop solutions for designers seeking both functionality and creative inspiration.
The new brand concept shifts Admira from a primarily functional brand into an Experiential-Relational brand that places greater emphasis on genuine and interpersonal connection. This repositioning reflects Admira’s commitment to helping interior designers excel through solutions that are not only practical, but also engaging, supportive, and design-conscious.
{ Creative Challenge }
- 01
Admira had strong technical credibility but was perceived as primarily functional, limiting emotional engagement
- 02
Product range and brand architecture lacked alignment, leading to weak differentiation among laminate offerings
- 03
Existing visual identity and brand touchpoints did not convey sophistication or authenticity in material detail
- 04
The brand experience was fragmented; communication across showroom, products, services, and community outreach was not unified
{ The Solution }
Shifted Admira’s positioning to an Experiential-Relational brand, focusing on helping interior designers succeed through genuine, interpersonal value
Developed a layered logo system to support a master brand with sub-brands, showcasing versatility and emotional connection to client needs
Defined a colour palette inspired by natural materials combined with balanced masculine and feminine traits, plus clean linework and macro photography to reveal material texture
Applied the refreshed identity across all touchpoints—including product, service, showroom, events, social outreach—to give a consistent, grounded, and modern brand experience
{ Brand Architecture }
Admira’s updated logo is built using a logo system structure, which expresses the company’s holistic approach in conveying experiential and relational values, its deep understanding of the different customers’ needs and its progression in the ever changing industry. The logo underlines how Admira connects with different types of clients to create a unique and impressionable brand. The master logo serves as a foundation for the brand logo system, where its sub-brands are built upon.
{ Brand Identity }
{ Brand Touchpoints }
Designing holistic brand touchpoints that unify Admira’s products, services, and interactions into one cohesive brand experience.
With Admira’s shift into an experiential-relational brand, its touchpoints were developed to reflect a more complete and connected brand experience. This extends across products, services, showrooms, social outreach, events, and collaborative efforts, allowing the brand to engage audiences in a more meaningful and immersive way.
By bringing together both tangible and intangible brand assets, Admira creates a more wholesome and consistent experience across every interaction. This approach strengthens the brand’s presence while reflecting its commitment to design, relationship-building, and customer experience.
“We were very satisfied with the amount of data collected, and with their analysis and recommendations, we identified how to create a unique brand position for our company. We have seen increased brand awareness and now have a strong differentiation factor from our competitors, our sales team have also been reporting positive feedback from customers.”
