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The brand mark directly relates to the belt element used to secure the assembled chair. The 'C' gesture conveys the wrapping effect while the word mark is meant to be balanced and timeless.
The Cinch website was built from scratch and uses Javascript to give life to the imagery. As you scroll through the homepage the chair builds itself, reflecting the ease of assembly.
The product page of the website also has fun scroll effects, bringing attention to the simple joints and touch points.
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Cinch

Cinch is a chair system designed to ship flat and assemble (and disassemble) easily without any tools. They set out to create a truly inclusive furniture experience. The signature element is the leather belt that wraps around the chair. I worked to brand the product and create an interactive website.

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Jack Knoebber
Graphic Designer San Francisco, CA