Jesmah Group

Overview

Jesmah Group is the parent company behind Jesmah Furniture, with the line "Building the Future Since 1994." I designed the group identity: the mark, wordmark, palette, type and a brand pattern, then carried it onto signage, stationery, merchandise and a product catalogue.

The challenge

The group sits above its subsidiaries, so its identity had to feel more structural and corporate than the furniture brand while still sharing its type and its J. It also had to hold up at building scale, on a facade or a street sign, as well as it does on a business card.

Approach

1. I built the mark as a J from solid blocks, with a stepped cut through the middle and an angled corner at the top, so it reads as a letter and as something constructed. The wordmark sets "Jesmah Group." in two lines with a closing full stop.
2. The palette is signal orange (#FB4404) against deep teal (#002E34) and near black (#16232B), with a soft sage and a warm beige (#CEC7B5) as the light ground. I tested the icon and the full lockup on every colour.
3. Type is Sora, shared with Jesmah Furniture so the two brands read as one family. The icon also repeats into a dense brand pattern for packaging and backgrounds.
4. I used AI image tools to build the 3D key visual of the mark and to place the identity into the application mockups: facade and street signage, folders, stationery, a phone screen, lanyards, a tote, caps, a catalogue and a card holder.