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Be. Workplace Design

New Name
New Vocabulary


After 14 years of operating as Hoovers Commercial Interiors, the company had evolved into a higher scale, commercial furnishings consultancy and supplier that was capturing larger and larger contracts. The time was right to consider their stance in a highly competitive market and get properly positioned to gain a larger share of the business.


We worked closely with the principals of the firm to identify their strategic goals and create a brand positioning process that was customized for their team. After conducting in-depth interviews with clients and staff and benchmarking key competitors, we prepared and facilitated a brand workshop and created a new communications platform that ultimately resulted in our recommendation to re-name the firm – Be. Workplace Design.™


In creating a name, we also created a conversation. Be. Beautiful, Unique, Visionary, Creative, Productive – inviting clients and prospects to imagine what their space can become. The new language and look of Be. is open, aspirational and inspirational, and it came to life in a new website, brand identity and graphic standards, signage, fleet graphics and more. This has resulted in not only expanding offerings to existing clients but also attracting new ones.