Seating, Inc.

Seating, Inc.


Seating realized it was time to simplify its product lines and create new materials and sales literature in response to a competitive market. The original mix of 300 products, all of which were customizable, was becoming difficult to manage. It was time to integrate its niche offerings within broader, standardized lines.


All the seating products were streamlined into three family product lines with some additional offerings. With this change it also became clear that the Seating brand needed a fresh approach from the corporate identity through to the product.

Corporate Identity and Product Naming

Bluerae first created a new corporate logo, tagline, and identity system that immediately conveys the company as established, friendly, service-oriented, and focused on custom care and fit.

Next came the need for a name for the first new line to be introduced. Bluerae evaluated the competition and the key characteristics of the chair — clean lines, contemporary look, comfortable features — to come up with the name Monterey.


The Monterey line established the engaging, new visual approach for Seating’s product literature. Sales and marketing needs were reviewed and photography was art directed to then create the exciting Monterey brochure and hangtag.

Pricing Guide

As all the product lines were streamlined and features were made more consistent, a new overall pricing guide was needed. Again Bluerae took a wide array of information and created an easy-to-understand format, clear and consistent tables, a customized icon system, and easy-to-follow organizational structure.

Corporate Communications



Product Brochure

Pricing Guides

Product Guide

Tradeshow Booth

Hang Tags


Client Testimonial from Seating, Inc.

Case Study PDF

Seating Inc. Case Study (364K PDF)

updated 8.17.09