A row of metal wire chairs in different colors

Grand Rapids Chair Co.

Grand Rapids, MI

Updating a legacy brand to reflect an evolving industry

Grand Rapids Chair Co has created furniture for the hospitality industry for over 20 years, and needed to update their brand to express an artisanal history and a commitment to contemporary design.

LMNOP developed a clean and modern system based on a logo and typography that nods to GRCC's family-owned, Michigan-based manufacturing background. We paired some cheeky copy with vibrant photography to add more personality and energy to the brand, as well as reflect their clients’ social spaces. The design system and brand guidelines are continually applied to GRCC’s seasonal lookbooks and ongoing content creation.


  • Art Direction
  • Brand Narrative
  • Collateral Systems
  • Copywriting
  • Editorial
  • Identity Systems
  • Photography
  • Web Design