ERG Partners with Peopledesign to Rebrand for the Next Era of Contract Furniture
Grand Rapids, Michigan – [July 29, 2025] — Peopledesign, a leading strategy and design firm helping companies in the built environment grow through business, brand, and marketing initiatives, is pleased to share the results of a recent strategic rebranding initiative with ERG International, a contract furniture manufacturer with more than 30 years of experience serving the commercial interiors market. As ERG continues to grow its national presence and respond to shifts in workplace design, the company partnered with Peopledesign to rethink its position and expression in the marketplace.
As the industry continues to move away from standardized floor plans and toward more fluid, hybrid environments, ancillary furniture has emerged as a primary vehicle for expressing culture, fostering collaboration, and shaping human experience. ERG – long trusted by designers and customers for its design freedom, quality, and adaptability – saw an opportunity to evolve its brand and better reflect the team’s creative spirit and forward-focused vision.
“The collaboration with Peopledesign was creative and energizing from day one,” said Anissa Scroggin, Director of Sales and Marketing at ERG. “Their process helped us refine who we are, clarifying our voice, elevating our image, and reminding us of what truly makes ERG stand out and succeed. The new logo feels like us – bold, creative, and captures where we’re going.”
Peopledesign worked closely with ERG leadership to clarify their position and rearticulate what makes the brand distinct. The effort included brand strategy, positioning, identity design, messaging, and tactics to help the ERG team confidently express who they are and how they support the design community. The new messaging highlights ERG’s design-centric products, relationship-first service, and practical solutions backed by a best-in-class warranty.
“This rebrand marks an important milestone for ERG,” said Roy Zaki, president and CEO of ERG. “It’s not about changing who we are – we’ve always focused on doing great work, quality craftsmanship, and building relationships; our new brand expresses this with a clearer voice. Peopledesign helped align our message to take on even more opportunities and continue to grow. We’re proud of what we’ve built.”
As a firm focused on helping built environment companies navigate change, Peopledesign sees ERG’s investment in brand strategy as a reflection of broader industry shifts. The brands that thrive in this evolving landscape will be those that can clearly express their value, demonstrate empathy for customers, and adapt to changing market dynamics without losing sight of who they are.
“We applaud the ERG team for taking bold steps and are pleased with the initial results. Resetting a foundation for growth requires courage and leadership,” said Kevin Budelmann, co-founder and president of Peopledesign.
The brand refresh will debut at NeoCon 2025. The new visual identity, including logo, typography, color palette, and messaging, is designed to be contemporary yet accessible. The brand communicates confidence without bravado and creativity without pretense—the same qualities that reflect the personality of the ERG team and the experience they offer customers.
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
About ERG
ERG International is a leading ancillary furniture solutions provider based in Southern California. Focusing on design freedom, customer relationships, and product excellence, ERG partners with specifiers and designers to create inspiring spaces for workplaces, education, healthcare, and beyond.