Elevated design for elevated living
The brainchild of parent company RN Design, Icon Bunks is a direct-to-consumer, customizable, luxury bunk-bed manufacturer. With the intention of reimagining bunk beds as fun, safe, sturdy, adult appropriate, and, most importantly, gorgeous, RN Design sought Massive’s insight in defining an entirely new niche market and owning it.
RN Design
Identity / User Experience / Brand Family
Massive's Icon logo is a simplified literal lift of the company's design, and sets expectations for the brand identity and ethos: simple and refined. Firmly erasing any memory of the rickety old bunks of childhood past, product imagery highlights quality craftsmanship, attention to detail, and sturdy materiality showcased in modern color palettes. The language is concise; the voice authoritative, clear, and direct. The website and consumer design interface conclude the storyline: Nimble and intuitive, they allow the least technologically savvy of clients to feel like an expert furniture designer with just a few clicks.
In order to realize the direct-to-consumer model, RN Design needed an agile user interface that allowed for experimentation with all facets of the design process for fully customizable bunks. Massive's elaborate 3D renderings, detailed imagery, and technologically insightful user-friendly interface highlight the comprehensive range of Icon's offerings. In much the same way that a consumer might build a new car design to spec, the platform allows users to manipulate the entire suite of Icon products and features to conceptualize a final product to suit both taste and lifestyle.
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After bunk beds became a consistent design solution for elite home builds in southwest Montana's private residential ski and golf resort, Yellowstone Club, RN Design launched Icon Bunks, which provides innovative adult-friendly bunk-bed designs, and Icon's sister company, Ule Modern, which addresses similar sleep-space demands through gravity-defying cantilevered options.
Massive named and conceptualized both companies' brand identities — “Ule” is latin for “owl,” a nod to the nocturnal and the mysterious physics of the design concept — and rebranded Rusty Nail Designs as RN Designs to match the language, style, and understated elegance of the company's progeny. The brand family invokes luxury. Each design choice Massive made is subtly distinctive, from the clean, modern lines that characterize the products and website to the calming neutral palette to the clever, minimalist iconography that defines each unique logo. The result is a stunning, intentionally cohesive brand family.
