HIGH POINT — Upper end case goods and upholstery resource Fine Furniture Design has announced further changes to its corporate branding, including a website redesign and new sales and marketing materials.

Fine Furniture Design logo NEWThe new styling is reflected in the company’s just-released product catalogs for October introductions, trade and consumer advertisements, retail and showroom signage, sales materials, tear sheets and business cards. Officials described the look as “cleaner, softer and a more sophisticated appearance in keeping with the product design.”

“The updated look for our sales and marketing materials is yet another demonstration of how we are changing as a company,” said Eric Graham, president of Fine Furniture Design. “The new look is a clean, editorial presentation, which reflects the new style direction of our expanding product lines.”

A key element is a new style for imagery, according to Anna McGaha, marketing director.

“We are taking the quality of our photography to the next level,” she said. “All photo shoots are taken on location with superior styling to better capture the emotion of the product.”

The website redesign includes simplified navigation starts with a streamlined home page so visitors can more easily find information in fewer steps. Products also can be searched by item, collection or style with a focus on customization.

“We want to put the power of design in the hands of the consumer,” Graham said. “Custom fabric and finish options will be displayed next to the product thumbnails to enable consumers to easily create custom-made pieces which meet their personal style preferences.”

Officials said the site also will be optimized for mobile and social media use.

“Consumers will be able to view www.ffdm.com on any device with formatting to render full screen, whether you are on a PC, mobile phone, or tablet,” McGaha said. “Social media buttons, including Facebook and Twitter, will be more conveniently located, and the Pinterest button will enable consumers to pin product images directly to their pinboards.”

Over time, the website will also include more video content as the company builds a digital database of product information. The company logo also has been updated with the logotype and hummingbird icon reversed on a grey background.

“We’ve given the logo a softer appearance, which is more on trend with today’s neutral color palettes,” Graham said. “As our product line continues to evolve, our brand is evolving with it. The changes we’re making reflect our focus on providing updated and on-trend products that consumers are looking for today.”