ReSeat — Digital Identity for a Swedish Furniture Brand
In this project I developed a visual direction and web design for ReSeat — a fictional furniture company focused on craftsmanship, sustainability, and Scandinavian design. I designed a homepage as well as a page presenting the company's designers.
The goal was to create a calm and inviting user experience, where the furniture takes centre stage and the brand has room to breathe. Through a light colour palette, hand-drawn illustrations, and carefully considered details, I wanted to capture the same feeling of simplicity, precision, and love of materials that defines ReSeat's furniture.
Homepage — Desktop and mobile
Examples of responsive components
About the company's designers — Desktop and mobile
My design decisions — and why
The web design for ReSeat is built on the same core principle as the furniture itself: simplicity, precision, and a feel for materials. A light and airy visual identity was chosen to reflect the company's wooden furniture — both in tone and in attitude. The pale colours, inspired by Scandinavian timber, create a warm yet stripped-back surface where the products are free to speak for themselves.
In terms of form, the site is simple, structured, and open — just like the furniture. The layout offers breathing room and clarity, with the focus on highlighting the craftsmanship rather than competing with it. A deep, bold blue accent colour is used sparingly in buttons and details — a contemporary shade that adds energy and a sense of exclusivity without disrupting the overall balance.
To reinforce the handmade quality, I incorporated my own hand-drawn illustrations into the design. These serve both as visual elements and as functional illustrations of measurements and proportions — a way of bridging aesthetics and information, while also playing with the idea of furniture as a process, not just a finished product.
Accessibility has been an important consideration throughout: text sizes, tap targets, and colour contrasts are all designed to work for a wide range of users. The tone of the copy is warm and welcoming, with the aim of inviting visitors into ReSeat's world — a place where designers, workshop, and everyday life come together.
The target audience is design-conscious adults aged 25–60 with an interest in quality, craftsmanship, and sustainability. They seek products with meaning — furniture that feels right, lasts, and has something to say. ReSeat appeals to both a Swedish audience with an appreciation for locally made and designed furniture, and an international audience, primarily those interested in interior design across the Nordics and northern Europe. The site therefore defaults to English.
The pace of the website is unhurried. Visitors should be able to explore at their own speed — without pressure or the feeling of being nudged toward a decision. The site is built to inspire trust: customers should be able to explore ReSeat's ambitions, history, and vision for the future, and get to know both the furniture and the people behind it — in an honest, transparent, and curious way.