Leland Refocuses Brand on “The Good Life”

© Jill DeVries Photography
Omena Chair

Nearly 30 years ago, Leland, a Michigan-based furniture manufacturer, made a splash with a single product—the Marquette. Designed by Leland’s founder, Tim Korzon, the Marquette represented a fresher, more colorful way of looking at wood furniture. Even then, the importance of place, people and a philosophy were evident within Leland—and the importance of living “The Good Life” grew over time.

Today, Leland has aligned its brand to more clearly reflect these principles. Everything from the company’s website, logo, typefaces, and even product materials were reconsidered. In Korzon’s search for the ideal external partner, the most interesting input came from the renowned European team in Jeanette Altherr’s Barcelona office, where they saw Leland as a uniquely domestic expression of American modernism, both in design philosophy and manufacturing method. They became the partner of choice.

“We were enthusiastic about working with Leland on their brand evolution because of the holistic nature of the project,” said Altherr Desile Park. “Our studio specializes in aligning culture, products, and people to build valuable synergies and we had long felt that Leland possessed core ingredients that were still latent. Our collaboration synthesized and fine-tuned the essence of Leland across these elements.  We join Leland in reaffirming its mission to provide personable services and furniture that helps architects and designers tell stories throughout their spaces.”

To elevate the visual nature of the brand, Leland also engaged Barcelona-based Studio Clase.

Today, Leland’s new website is the digital home of a range of new marketing tools such as a Leland ‘newspaper’ to be issued as hard copy, new video blogs, and an exciting new materials sampling program. Every component has been cast to support “The Good Life” at Leland—a focus on human comfort and wellness, and how the Leland story intersects with its customers.

Korzon explains more: “Our story is centered around people living with, and interacting with, the furniture and its relevance in our daily lives. Considering how people respond in a tactile way to the material qualities, is essential to our purpose. Colors, textures, and forms that are inspired by our natural world come together in the objects we produce, and these objects bring life to the spaces they are placed in.”

Omena Low stools and Fixed Table

You can see, feel, and experience the elements of Leland’s new brand at lelandfurniture.com.