Case Study

Class Living / A business with style and character

Visual identity Stationery materials Branded materials

See more photos on Flickr

Context
ClassMob was founded in 1994, as the luxury furniture division of Mobexpert Group. In 2006, Class Mob
separated from the group, under the management of Camelia Sucu and became an independent retailer, selling
some of the most famous furniture brands.

In autumn 2007, BrandTailors was named to conduct the ClassMob re-branding process, this need being
generated by the expansion of the business.

Challenge
The challenge of this process was twofold. At the naming level, ClassMob had been known as Class – a name
that became trite through intense use in the most varied domains: from music to advertising production and
magazines.

At the product level, the challenge was in its diversification, from the retail part to the real estate developer and
that of the partnership with the other developers of luxury residential projects.

Therefore, BrandTailors had to come with a new name, which still had to reflect the values acquired up until that
moment but also reflect the new brand architecture, developed with the purpose of clarifying at the consumer
level, the directions in which this business is developing.

Solution
After a brand audit and several discussions with Class employees, the positioning of this brand naturally became
“A business with style and character”. The style was always an essential characteristic of the Class brand,
inherent to the business object, but the character had been revealed through the influence of Camelia Sucu’s

www.brandtailors.com
1/2
personality.

Class is therefore the perfect expression of personal luxury – which isn’t expressed through conspicuous acts
and objects but through the day-to-day, authentic and original choices of each one of us.

The new name selected was Class Living, because the word ”living” reunites all the business directions in which
this brand is developing: multibrand stores, real estate and partner of the residential luxury projects. For all
these directions, a naming system was developed, connected with the visual identity system.

For the visual identity, the solution was simplicity: since all the luxury brands are characterized by clean lines –
the visual identity of Class Living was transformed from an elegant but serifed logotype, to a modern and clean
sans serif typeface.

Contribution
Brand strategy, naming and project management - Monica Dumitriu
Graphic concept and development - Adrian Stănculeţ
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in November 2007.

Follow us on LinkedIn
Download our credentials

15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
Fax: (+4)-031-620-84-87 2/2