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Crafting Experiential-Relational
Branding for Interiors

Branding

Business Design

Communication Design

UI/UX Design

Close-up of a hand gripping a woodworking chisel over a wooden workbench with wood shavings scattered around.

{ Project Overview }

Repositioning a long-standing surface design company into a more experiential and relationship-driven brand.

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.

Person uses a pen to compare color swatches and fabric samples on a worktable.

{ Creative Challenge }

A functional laminate brand needing deeper connection and identity to meet modern design demands

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 }

Created a holistic brand system that celebrates material, craftsmanship, and designer relationships

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.

What is brand architecture?

{ Brand Identity }

A refined brand identity that balances sophistication, transparency, and modern craftsmanship.

Admira’s brand identity is built around a colour palette that balances masculinity and femininity, creating a look that feels both grounded and sophisticated. Inspired by natural materials, the palette reflects the brand’s confident and contemporary character, while clean, seamless interior line-work reinforces Admira’s transparent approach and its willingness to reveal what lies beyond the surface.

This visual language is complemented by crafted work-in-progress and behind-the-scenes imagery that highlights the beauty of the design process. Admira’s photography style focuses on macro details, close-up textures, environmental shots, and candid moments at work, while the use of Gotham as the primary typeface gives the identity a sharp, modern, and technical quality that reflects the brand’s progressiveness.

{ 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.