Amart unveils new ‘Life.Styled’ brand platform, logo and integrated campaign via Akcelo


Amart has unveiled a major brand evolution and positioning shift with the launch of a new brand platform, logo and integrated campaign via brand experience and innovation company Akcelo.


Following a brand identity refresh including concept store development by McCartney Design, Amart appointed Akcelo to lead the strategic and creative brand positioning and accompanying creative campaign development.

The creative platform ‘Life.Styled’ reflects Amart’s commitment to affordable great looking furniture that’s designed to be enjoyed, not tiptoed around. Because whether you’re rushing through chaotic family breakfasts, enjoying those rare blissful do-nothing days, or waking up to something in between, with Amart life can always be lived in style.

The launch campaign consists of three 30-second TV commercials and accompanying 15-second cutdowns, along with refreshed always-on retail creative and comms, social and in-store collateral, with OOH and brand partnerships to come.

Says David Bauer, general manager of customer, Amart: “For more than 50 years, Amart has been synonymous with affordable furniture that is loved and enjoyed by Australians, every day. With the ‘Life.Styled’ platform and new logo being rolled out across the country, the Amart brand is getting refreshed in line with expectations of customers, building on our great value credentials while also moving us into the same contemporary and stylish space our furniture already inhabits.”

Says Aden Hepburn, CEO at Akcelo: “We are delighted to be partnering with Amart to create one of the biggest brand shifts in the history of their business. Far from the traditional, perfectly styled or plain unrealistic norms of the category, this work reflects an authentic and relatable everyday reality, proving to Aussies that no matter how or where they live, they can always do so in style.”

Client: Amart
CEO: Lee Chadwick
CSO: Scott Pears
CFO: Elodie Guilaumond
COO: Steve Norman
General Manager, Customer: David Bauer
Head of Marketing: Dani Luck
Senior Designer & Creative Team Leader: Elizabeth Provins
Visual Consultant + Styling: Elizabeth Peach

Creative Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partners: Jon Foye, Oskar Westerdal
Senior Copywriter: Dean Hamilton
Design Director: Mark Berry
Senior Designers: Stephen Au, Lee Stephens, Francis Loh
Chief Strategy Officer: Dave Di Veroli
Group Brand Strategy Partner: Simon McCrudden
Senior Strategist: Vanisha Narsey
Business Leads: Max Bennett, Astrid Noble, Kirsty Reynolds
Executive Producer: Mark ‘Bucket’ Summerville
Chief Executive Officer: Aden Hepburn
Production Company: Pool Collective
Director & Photographer: Simon Harsent
Cinematographer: Jani Häkli
Producer: Johnny Greally
Stylist: Jo Ayling
Editor: Andrew Holmes

Post Production: Heckler
Original Music & Sound: Electric Sheep Music
Brand Identity and Concept Store Development: McCartney Design
Media: Nunn Media

Amart unveils new ‘Life.Styled’ brand platform, logo and integrated campaign via Akcelo Amart unveils new ‘Life.Styled’ brand platform, logo and integrated campaign via Akcelo