Spec Furniture Launches New Brand Identity to Reflect Strategic Growth and Customer Commitment
Grand Rapids, Michigan – [July 15, 2025] — As part of an ongoing engagement with Spec Furniture, Peopledesign is proud to share the launch of the first phase of a comprehensive rebranding effort, an initiative shaped through close collaboration aims to align the company’s external expression with its internal capabilities, market position, and long-standing values.
Spec, a leading Canadian contract furniture manufacturer serving healthcare, education, and corporate environments, approached this process with a simple but powerful goal: to clarify and communicate the promise they’ve long delivered—durable, tailored furniture made with care and designed with real-world constraints in mind.
This new brand system, expressed through updated visuals and refined messaging, is not simply a design refresh. It is the beginning of a broader business strategy that places customer experience and operational flexibility at the center of the value proposition. Spec’s leadership recognized that what sets them apart—ease of specification, responsive service, and smart customization—deserved a clearer articulation in the marketplace.
“We wanted to ensure prospective partners for our rebrand understood the project was not about reinvention, it was to reinforce the best aspects of Spec,” said Chris Benjamin, general manager and COO at Spec. “Peopledesign has helped us sharpen our focus, amplify our presence, and bring our messaging to life in a way that resonates with our audience. Their strategic and creative partnership is helping us align who we are with how we show up – boldly, cohesively, and with purpose, and the response has been very well received.”
The rebrand centers on four core values that emerged through the collaboration. Two of which, customization and fit, stand out as key differentiators for the brand.
Spec’s approach to manufacturing is unique in that modularity and customization are at the core of its process instead of an add-on. These attributes were developed to further emphasize Spec’s focus on customer needs. By accounting for modularity and customization on the front end of the process, the cost for the buyer is often reduced.
To achieve this level of “fit”, Spec leaned on its deep expertise within behavioral health, healthcare, education, and corporate settings. This ensures the end user gets a product that truly meets their needs and doesn’t end up broken and in a landfill in a couple of years or less.
These principles shaped every aspect of the new brand identity, from visual design and tone of voice to showroom experience and product presentation. The result is a scalable, relevant system, rooted in the customer decision journey.
This is the first step in a multi-phase evolution. Spec will continue to roll out new expressions of the brand throughout 2025.
About Peopledesign
Peopledesign is a leading strategy and design firm in the built environments industry. Since 1997, we have guided furniture, lighting, textiles, building materials, flooring, and related companies that support the built environment. For more information, visit peopledesign.com