Offices to Go – Website

Client

Global Furniture Group

Services

Digital Design,Product Launch,Web Design

Date

Result

View Website

Offices to Go™, a division of Global Furniture Group, has been a trusted source of value minded office furniture solutions since its inception in 2007. The brand is proud to offer products defined by thoughtful design, comfort, and ergonomics, delivering commercial grade quality while maintaining a value conscious approach to office furniture.

Opportunity

Working in-house at Global Furniture Group as the creative lead for this project, I had the opportunity to develop and manage the digital presence of the OTG brand. The brief directed the user experience to align with the primary Global Furniture Group website, while ensuring it did not surpass it in perceived quality. Clear guidelines were established to present a polished experience while maintaining the inherent character of a value focused brand.

DIGITAL STRATEGY
ENERGY AND CLARITY

Visual Wayfinding through Colour

A key design challenge was overcoming the predominantly monochrome presentation of the U.S. product line, which relied heavily on black-upholstered furniture and no-frills photography. To bring energy and visual clarity to the brand, colour was strategically introduced as a unifying design tool rather than a product attribute. A vibrant blue was established as the digital anchor colour. Additional bold accents were assigned to seating and desking categories—creating a more engaging experience and helping users quickly build familiarity through clear, intuitive visual navigation.

Unified Brand, Market-Specific UX

Unifying the US and Canadian websites required thoughtful UI decisions to accommodate differing product strategies without fragmenting the brand experience. The U.S. division focused on ready-to-ship base products to maintain low costs and rapid delivery, while Canadian products allowed for greater customization without sacrificing turnaround times.

Therefore, the UI incorporated market-specific cues: U.S. category pages displayed live pricing to help users quickly gauge budget and product fit, along with a colour wheel icon indicating available customization, while the Canadian site reserved pricing for individual product pages and omitted the colour wheel—since most products were customizable by default, with black-only imagery signaling limited or unavailable upholstery options.

Website and Email Design

In close collaboration with the Offices To Go marketing team, I supported the continued development of the B2B website by designing on-brand graphics and banners, managing ongoing updates, and maintaining the CMS and centralized photo library. I also designed and custom-coded HTML email marketing campaigns, working alongside marketing to ensure accessibility compliance and fully responsive layouts

Final Outcomes

Objective

The goal was to liven up and energize the digital presence of Offices To Go.

Role

As the lead graphic designer, I was responsible for redesigning the user experience of the new website, establishing a cohesive and intuitive system that supported product discovery, usability, and consistency across markets. I collaborated closely with the development team at 9thCo to implement designs effectively, ensuring alignment between design intent and technical execution.

Results

Following the launch of the redesigned website, engagement improved noticeably, with users spending more time on the site and navigating a broader range of content. The refreshed experience also contributed to increased traffic, with growth in both total and unique visitors, reflecting stronger interest and improved discoverability driven by the unified brand and clearer product presentation.

Other Work

(Case Studies)