Furniture Solutions Group needed a brand and website as thoughtful as the spaces they create.

Positioning a national FF&E leader with a bold new identity and a human-centred digital experience.

Furniture Solutions Group (FSG) has built a decade-long reputation on trust, partnership, and thoughtful design. Working across senior living, student housing, and multi-family communities, they bring hospitality-level care and strategic expertise to every project. Their team is known for being warm, collaborative, and deeply committed to enhancing how people live — and their clients love them for it.

But their brand and website weren’t telling that story. Their digital presence made them appear smaller than they are, masking their scale, personality, and national vision. As they prepared to expand across the West Coast, strengthen their portfolio, and grow their impact, they needed a brand and website that finally matched the quality of their work.

Studiothink partnered with FSG to create a modern, human-centred identity and a website built for clarity, connection, and national growth.

The problem

Despite their long-standing expertise, FSG’s brand and website didn’t reflect their capabilities, personality, or leadership in senior living and multi-family design. Their messaging lacked warmth, their visuals lacked differentiation, and their website structure made it difficult for users to understand their services or navigate their work.

They needed a brand that conveyed authority and care — and a website that showcased their projects, sectors, and strengths in a way that supported national expansion.

The solution

Studiothink began with a strategic discovery process, defining a brand foundation rooted in what makes FSG extraordinary: their people, their partnership mindset, and the emotional experience behind every space they help create.

We developed a sophisticated, modern visual identity that balances warmth with professionalism — refreshing their colour palette, typography, and visuals to create distinction in a saturated industry. Our UX and UI teams reimagined the website with a thoughtful user journey tailored to architects, designers, and purchasers, making it simple to explore projects across senior living, student housing, and multi-family sectors.

The development team built a scalable, SEO-driven WordPress site designed for long-term growth, while our copywriters crafted a confident, human-centred brand voice rooted in trust and personality. The new website puts clarity first, elevates credibility, and highlights their national expertise — supporting their strategic expansion across the West Coast.

Today, FSG has a brand and website that finally match their reputation, strengthening their presence and positioning them as a leader in the FF&E industry.