Made.com Product ID

Upside-down living room with beige sofa, floating armchair, and pillows, with text saying "3 MADE + Never Ordinary" in yellow.

The Challenge

In 2013, made.com was a fast growing start-up, with a product range led intuitively by the Founders.

With a growing business, supported by larger and more diverse teams, there was a requirement to articulate the essence of the brand and the product to guide development and maintain a consistent thread for the future.

Working closely with the founders, their driving principles were translated into a platform that would have longevity for the next stage of life for Made.com. 

The Solution

A strategic framework of design styles that make up the made.com universe…

A colorful illustration highlighting various types of European culture, including Nordic, Modern European, Revival, and Traditional Twist, with symbols of different art, music, and cultural elements.

… reinforced by common principles to help maintain a consistent thread through a broad and eclectic product range 

A modern living room corner with a gray couch, a small geometric-patterned accent table, two pastel-colored side tables with candle holders, a colorful abstract rug, and a wall-mounted glass pendant light. The space has a minimalist and contemporary style with a gray textured floor and plain wall.
A quote on a white background with different font styles and sizes that reads, 'Different by Design. Our collection has a modern outlook that is never ordinary, a sense of identity that is'.

The Outcome

The design style framework was used business wide to create internal consistency through all creative output of the brand and product teams.

Over time, product style and range consistently measured as our highest scores on customer research. Growing teams of buyers and designers were able to maintain a common thread and a sense of brand identity across a breadth of product types and a wide and eclectic mix of styles. New product divisions and seasonal collections were informed by the design style frameworks.

And the creative and content teams were able to build external communications that aligned with the guiding principles of the product development. We even named our meeting rooms after them.

Modern open-concept office space with a kitchen island, bar stools, and a dining area with chairs and tables, large windows, and indoor plants.

With an eclectic collection, the main principles of design content, elevated execution and careful curation maintain a consistent thread that builds a recognisable identity across product and brand. 

The made.com design styles formed the basis of the product identity over the course of the next 6 years, and continue to evolve today for the future. 

Collage of interior decor and lifestyle scenes, including shelves with decorative objects, a woman reading, a dinner table with toast, a woman resting, and a cozy living room setup.
Online interior decor shopping website showing different room categories: living room, office, and bedroom.