Organisational transformation through Brand Design

Fora Form

Founded in 1929, Fora Form is one of Norway’s leading suppliers of chairs, seating groups and tables for the contract market, with a deep-rooted philosophy of providing good working environments through collaboration with cutting-edge Scandinavian designers. The ambition was to improve visibility and market share on an international stage, while strengthening an internal awareness of brand and design. To enable this transformation, we started with re-looking at the very process around brand and product strategy, and production. 

Fora Form reached out to Brand Valley to conduct a holistic brand transformation which would set the future direction for the company and the product portfolio, inspiring innovation to drive the brand and product strategy for Fora Form. The project was supported by Innovation Norway for ‘Commercialisation’.

Mapping the Opportunities

Brand Valley's proprietary BV Map Drivers’ model was the starting point for the project. 

Figure 1: Brand Drivers’ Map

Figure 1: Brand Drivers’ Map

What the organisation stands for would guide the activities they perform and how they relate to external and internal changes. It is therefore important to map the drivers on different levels as well as the existing brand in order to make informed decisions about what the brand should be in the future and how to achieve it. 

In the first phase, a mapping of all levels was carried out by studying the social drivers, conducting detailed research for in-depth competitor analysis, and face-to-face interviews with employees, designers, architects, and dealers. The interviews were important to get the greater insight on the past and current situation, and what should be improved in the future. Along with the interviews, a portfolio analysis of existing products was carried out to reveal the existing brand.

Figure 2: Innovation and Brand Mutualism

Figure 2: Innovation and Brand Mutualism

The breakthrough approach linked Brand Design to the Innovation Process from the very beginning thereby bringing a mutually beneficial interdependency and consistency throughout the value chain from idea to distribution. Thus, liberating Brand from the silo of a pure Marketing tool and transforming it into a purpose that lives and breathes across the organisation. A Mutualism between Innovation and Brand.

Setting the ambition

Ambition workshop

Ambition workshop

An ambition workshop was conducted with the senior management as well as employees, engaging the whole organisation to design possible directions for the brand. The approach was based on the creative flexibility of design thinking and collaboration. We believe that it is important to get all the perspectives on the table to find the common thread to create an inspirational ambition that unites the whole organisation behind it.

Conceptualising change

Positioning workshop

Positioning workshop

Findings from the interviews, workshops, and research were combined together with the insights discovered through the ambition workshop and were taken to the next stage for further analysis. Different roles that Fora Form can take were explored through brand concepts and discussed further in a positioning workshop, from which the desired positioning emerged.

Visualising brand and product strategy

Figure 3: Fora Form’s Brand Building Blocks

Figure 3: Fora Form’s Brand Building Blocks

The final outcome of multiple rounds of interviews, workshops, research, and design over the extensive 11-month period resulted in an action plan covering the brand platform and product strategy which impacted the complete organisation.

The action plan was implemented and created strategic organisational impact, including separating product and brand management into two roles and setting up of the brand department, a first for the company.

Truly, a valley of change.