Studio Round

We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

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We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

Tait —

Brand therapy for some outside thinkers.

Sector —


We helped create —

Strategy, identity, art direction, print, digital, publication

We worked with —

Scottie Cameron

More clicks —


By 2012, Gordon and Suzie had spent over 20 years establishing their Melbourne-based business, Tait. What they forged during that time was a uniquely Australian furniture design company, with a knack for innovation, precision and quality. But while they’d been busy developing their operation, they’d begun to lose their focus and had neglected their online storytelling. It was obvious to us that Tait’s brand and communications were seriously out of step with the quality their products, and that they’d lost sight of their target market’s needs. So when they asked us for a new logo and website, we politely pointed out that our key challenge was to re-engage the architect and design community.

Once we got started, our discovery process uncovered fresh insights and added value almost immediately. By interviewing clients and mapping the customer journey, we were able to draw a clear picture of what was important to people, and how they experienced the brand. We could see what was working, and what wasn’t. And the Tait’s could see their business from their customer’s perspective. Understanding the customer’s needs provided the impetus to adjust operations, dial up storytelling and enhance the customer experience in a really big way.

Through a series of workshops, we teased out the Tait vision and shaped a brand strategy to reflect the company’s design philosophy and values. Before long, the elegantly simple message: ‘Think Outside’ emerged to form the core of the strategy and identity, and helped refocus Tait on being chosen as Australia’s premium maker of outdoor furniture.

We overhauled Tait’s entire communications strategy and visual identity to reflect their culture and meet the needs and aspirations of their customers. The refreshed brand is much more human, approachable and alive. And judging by the results, it’s got their A&D and retail customers thinking, working and playing outside.

For the first time in years, Tait exceeded its sales targets, reporting a 27.5% growth in revenue in the 12 months following the rebrand. At the same time, monthly website visitation jumped 300%, demonstrating audience engagement, particularly among the A&D community, increased dramatically. Greater brand recognition and storytelling also facilitated Tait’s expansion into the lucrative Asian market, with Stylecraft signing on as the international agents.

Above —

Behind the scenes of the Brand imagery & art direction shoot, photographed by Scottie Cameron

Above —

Brand imagery & art direction, photographed by Scottie Cameron

“The A&D market are not only taking more notice, but they are, more importantly, specifying our product more.”