Floyd Instr Pile Mobile
Floyd Instr Pile

Floyd is a Detroit-based furniture company founded with a mission to put an end to disposable furniture. The brand needed a new identity and packaging system that reflected its evolution from start-up to full-fledged furniture company.

A proprietary typeface inspired by the company’s Rust Belt origins is the centerpiece of the new identity — which was applied across its packaging, website, and Detroit showroom.

floydhome.com

In 2014, co-founders Alex O'Dell and Kyle Hoff launched a Kickstarter campaign to fund their steel leg system, which allows users to create a table out of any surface of their choice. They raised over $250k and Floyd was born.

Floyd Legs
Floyd Bed
Floyd Table

Photographs courtesy of Floyd.

Floyd Youngstown

Research

As Floyd grew, so did their need for a more meaningful brand. The Order team decided to dig into the founder’s family history to tell its story. Kyle’s grandfather and great grandfather were both named Floyd – and worked in the steel factories of Youngstown, Ohio where Kyle grew up.

Order uncovered a photograph of the factory deep in the archives, and were inspired by its bold painted signage. The photo served as as an instrumental reference to Floyd's historical past alongside its growing future.

Order took the foundation of the steel factory letterforms and began translating them into an extended alphabet. A new typeface, “Floyd Gothic”, was born.

Floyd Ampersand
Floyd G
Floyd M
Floyd Logo Mobile
Floyd Logo
Floyd Type
Floyd G
Floyd 2
Floyd Ep
Floyd A
Floyd Box
Floyd Box

Floyd’s packaging system displays their playful tone of voice, with a “Hi there, I'm a FLOYD [bed][desk][table]…”stamped on every box. This was carried over from the original language – a familiar element that helped the brand smoothly evolve.

Floyd Box Detail
Floyd Sample Detail
Floyd Sample Detail
Floyd Couch
Floyd Sample Cover
Floyd Sample Cover
Floyd Sample Detail 01
Floyd Sample Detail 02
Floyd Sample Detail 02
Floyd Sample Detail 03
Floyd Instr Full Mobile
Floyd Instr Full
Floyd Instr 01
Floyd Instr 01
Floyd Instr 02
Floyd Instr 02
Floyd Instr 03
Floyd Instr 03
Floyd Instr 04
Floyd Instr 04

With Floyd Gothic at the core of the new identity, extending the system to a variety of applications was a fast and efficient process.

Floyd Newsprint Cover
Floyd Newsprint Cover
Floyd Newsprint 01
Floyd Newsprint 01
Floyd Newsprint 02
Floyd Newsprint 02
Floyd Pens
Floyd Pens
Floyd Lab
Floyd Lab

To create a seamless transition, Order provided a robust brand guidelines to Floyd’s inhouse design team, who produce new materials on a daily basis.

Floyd Guidelines Detail 01
Floyd Guidelines Detail 02
Floyd Guidelines 01
Floyd Guidelines 01
Floyd Guidelines 02
Floyd Guidelines 02
Floyd Guidelines 03
Floyd Guidelines 03
Floyd Guidelines 04
Floyd Guidelines 04
Floyd Guidelines Detail 03
Floyd Business Cards
Floyd Hw 01
Floyd Hw 02
Floyd Hw 03
Floyd Hw 04
Floyd Hw 05
Floyd Hw 06
Floyd Floor Mat
Floyd Hw 08
Floyd Hw 09