Procuratorial

BACKGROUND

One of six studios under McKinley Studios, Procuratorial is first and foremost a Furniture, Fixtures and Equipment collective, specializing in global custom solutions, innovative design and complete partnership from a project’s start to finish. In addition to their B2B services, Procuratorial offers direct B2C ordering of high-end, curated, luxury furnishings and fixtures.

CHALLENGE

Procuratorial’s brand was not living up to the world-class services they offer, and clients were unaware that Procuratorial is comprised of both B2B and B2C business systems. A new brand identity would need to properly represent Procuratorial’s value as a unique, collaborative ally service as well as a luxury B2C business.

APPROACH & SOLUTION

Matter began by investigating Procuratorial’s unique value offerings, and uncovering a bold, smart and unabashedly confident brand personality. From this strong and specific tone, Procuratorial’s new wordmark, monogram and design system were born. The logo was crafted from two separate yet complimentary typefaces to represent the two equally important, yet different service offerings of the business.

RESULT

By leaning into their unique duality and confident personality, the new design and tone confirms Procuratorial’s unmatched presence in the FF&E market.