culture

In Barcelona, Bernadí is synonymous with furniture, after sixty years of excellence in design curation. However, price pressure from the end customer and the ability of manufacturers to reach architects and interior designers directly put their business model at risk.

We took advantage of a generational change in the business to mark a turning point in the brand’s discourse.

Through interviews and readings, we came to the conclusion that it was necessary to transcend the simple sale, since Bernadí had an ideal consultative potential to act as a bridge between architects, owners, interior designers, facility managers and suppliers related to the workplace.

The first conclusions were to ignore the descriptor “Office Furniture” and look for a claim that would position the brand with the innovation and consulting component that it was capable of offering. More than a sale, there was a component of curation and consulting, and even adaptation to other brand identities to make spaces model new work cultures.

All of that was:

In addition to elaborating and enriching the brand’s discourse and value proposition, the great opportunity with Bernadí was to develop the strategy and its verbal identity and have the opportunity to execute it.

In addition to naming its community of experts in workplace, Bernadí The Next, and its new space, the Bernadí Hub, we continue to collaborate after the renovation with the application of its brand.

All the collateral messages of the brand and the interior design of the Bernadí Hub sought to turn the brand and the space into a pole of attraction for talent and collaborators from the creative class. What was previously a store became a space for sales, meetings and consulting with much more added value.

Bernadí is one of those opportunities to truly impact through narrative. As it is a relatively small company in terms of number of employees (in comparison, of course, with large multinationals) and with the existence of clear leadership, our value proposition permeated all points of contact and is one of the most strategically resounding works in which I have had the opportunity to add.