Anton Ukhov

Woodconcept

B2B Furniture and Production From Vietnam

— PROJECT NAME

Woodconcept


— ROLE

Art Direction

Branding

UI/UX


Animation

Graphic Design


— YEAR

2024-2025

Woodconcept is a substantial manufacturer and designer of modern furniture based in Vietnam, with over ten years of industry presence. Their primary objective was to expand their client base through online channels.


Their clientele consists of major B2B furniture exporters operating in the US, Australia, New Zealand, and Europe. Since business relationships in this sector are cultivated over extended periods, the initial impression is crucial. Therefore, the design needed to be precisely tailored to the target audience by adhering to contemporary European standards.


Live website: https://woodconcept.biz/

Market Positioning and Brand Trust

Given the specifics of the business, Woodconcept’s clients are primarily men aged 35-55. Therefore, conceptual designs are not suitable here. The brand and design must be clear, easily readable, and at the same time, convey the contemporary style of the furniture.

The old logo, which required reconsideration and a new conceptual approach.


Reimagining this logo was a pivotal strategic move, as it would become the cornerstone for the entire brand identity, including the website and all other marketing assets.

A comprehensive discovery phase involved creating moodboards, analyzing competitors, and exploring diverse stylistic directions for the new logo.


The core challenge was to develop a mark that was not only modern and highly legible but also effectively communicated the brand’s positioning in the middle to upper-middle price segment.


Given the specifics of the business, Woodconcept’s clients are primarily men aged 35-55. Therefore, conceptual designs are not suitable here. The brand and design must be clear, easily readable, and at the same time, convey the contemporary style of the furniture.

Logos of Well-Known Furniture Brands

Exploring a range of logo styles to identify the most effective creative direction

As part of our discovery process, we’ve narrowed the field to a few standout directions for the new logo to understand what’s the client desire.

New Logo Design

This is the variant we ultimately moved forward with.


This logo successfully conveys modernity, moving toward, ensures strong legibility and recognition, and clearly signals the brand’s price segment and overall aesthetic.

I created multiple animation sequences in AfterEffects to enhance presentations and marketing videos

The new logo was already utilized at the VIFA 2025 exhibition. For this event, a color palette, stand design, and layout were meticulously planned.

VIFA 2025 Booth Tour

Sales and Design

The website serves as the primary sales touchpoint. The objective was to present the products in the most attractive light possible, using rich, appealing furniture renders, while also allowing visitors to conveniently add favorite items to a wishlist and submit an inquiry. Product pricing depends on numerous variables and can be used for sorting, but is not displayed on the site. This approach reinforces a sense of quality and exclusivity, which is indeed partly true.

Live website https://woodconcept.biz/

Website’s Video Tour

The initial phase focused on structuring the website’s layout and user flow

Sales feature

The primary objective was to strategically position conversion points and motivate visitors to submit an inquiry. In addition to standard pages featuring conversion-focused buttons, we introduced a “Wishlist” feature, allowing visitors to compile their favorite collections and submit a single inquiry for all selected items.


Subsequently, these inquiries are processed personally by the sales team, who contact clients directly to discuss terms. The website’s core function is to generate qualified leads and gather contact information from such potential clients.

Website Design

Frontend, Backend and SEO

In addition to all design work, I oversaw the front-end development, backend architecture, and website preparation for promotion.


On the frontend, we implemented a fluid layout using “rem” units. This ensures a seamless experience between desktop and tablet views—all images and text scale automatically. The mobile version is partially adaptive, though some pages were built from scratch.


The backend was developed on the WordPress engine. We integrated user-friendly navigation, the ability to add and remove collections (including bulk imports from Excel), a system to manage and export customer inquiries directly to the CMS, and straightforward tools for keeping news and blog content up to date.


The creation of dedicated News and Blog sections was driven by the need for organic search promotion. By publishing blog articles, the site achieves higher search engine indexing and visibility. Furthermore, all images were prepared to include specialized tags via the <alt> attribute.

Rendering Requirements

To preserve long-term visual consistency, I created a comprehensive style guide specifying standards for all furniture renderings that content managers upload.

Admin Panel

A custom CMS (Content Management System) was developed alongside the frontend, enabling the client to easily manage furniture collections, publish blog articles, and post company news—functionality crucial for the site’s long-term SEO strategy and organic growth.

Google Search

Within weeks of launch, the site achieved and has maintained a position on the first page of Google, ranking 5th for the key phrase “b2b furniture vietnam”

Thank you for your time. The live website is available here for your review: https://woodconcept.biz/

Anton Ukhov