Symbol creates beautiful and functional furniture at the intersection of sound and design. Driven by their passion for design and roots in music, Symbol’s time had come to challenge a market full of disposable furniture – shifting how we connect with and value the pieces in our homes. The company was originally founded by Blake Tovin, who has been designing furniture for renowned brands such as West Elm and Design Within Reach for over 20 years. His son Walker joined the family business to help with creative and marketing, and reached out to High Tide for this project.

High Tide was tasked with helping Symbol transform from an audiophile brand into an iconic household furniture brand. The agency was able to distil the beloved elements of Symbol's audiophile roots and evolve the brand story to support its broader offerings. They introduced the brand purpose of "Design You Feel", emphasising the emotional value of great furniture design. The rebranding process involved bringing out the character of the brand and highlighting its strengths. High Tide worked to bring warmth, depth, and personality into the brand, ensuring that it was a true representation of itself. Additionally, they aimed to keep the brand rooted in music while expanding into other types of furniture.

The furniture pieces from Symbol are inspired by classic mid-century and Scandinavian furniture design, but with a modern take. In the creation of the brand's identity, High Tide took visual cues from the 50s, 60s and 70s, but added modern elements to ensure the brand stands on its own and transcends across decades. Music was another key source of inspiration; the eclectic world of music provides a different range of influences, styles, and tonalities. The brand's furniture is designed to provide generational value, serving as heirloom pieces to be passed down – and the identity was crafted with this in mind. The goal was not to create a retro identity, but to take these references as inspiration and make them work in a new, contemporary way.