For new business enquiries,
please contact Libby at
libby@studiofelt.com
or call +44 (0) 20 7419 2084

Andrew Dominic Furniture


Strategy, identity, brand language, photography art direction, copywriting, website, digital, print

Andrew Dominic Furniture
Andrew Dominic Furniture



A designer-maker of hand crafted contemporary furniture, Andrew Dominic Furniture was established in 2009 in Cape Town, South Africa. Felt were approached to launch the brand into a global market using digital platforms to engage with a wider geographical audience.

With a customer base of interior designers, architects and private clients who repeat purchase, our task was to sharpen the product collections into a cohesive offer and create an engaging brand story. The website is designed, crafted and built to enable easy navigation, categorising their products via room and collection types. User experience drives the upselling of products through the collections, structured with entry priced products through to hero pieces. Customers can select timber and upholstery choices, with ball park prices showing in each currency region to hone enquiries.

To appeal to cultures spanning northern and southern hemispheres, the identity and visual language respond to the aesthetic biases of South African, Australian, American and European based customers, whilst creating stand out from competitors in each region. An elegant brand mark capitalises on their signature detail of semi circular drawer and door cuttings, heading up the identity appearing across all applications.

We continue to work with Andrew Dominic to elevate and grow their presence in the global furniture market.

Andrew Dominic Furniture
Andrew Dominic Furniture



Andrew Dominic Furniture
Andrew Dominic Furniture



studio felt andrew dominic furniture photography

studio felt andrew dominic furniture photography

“We connected with Felt at the beginning of 2020 and looking back, it was a crucial decision for the growth of our business. With their combination of professionalism, transparency, wide range of creative skills and clear vision, we’ve been able to trust Felt with a complete overhaul of our existing brand, positively affecting every aspect of our visual language and helping us to build a robust business working across multiple regions. Working with Libby and the team is an absolute pleasure, an we are grateful to have their ongoing support.”
Andrew & Susie Williams, Owners, Andrew Dominic Furniture

Andrew Dominic Furniture



Andrew Dominic Furniture
Andrew Dominic Furniture



Andrew Dominic Furniture
Andrew Dominic Furniture