Jacob Tyler Creative Group Transforms Hospitality Chair Brand

San Diego, CA - December 04, 2007 - The next time you attend a convention, walk through a casino or elegant hotel banquet, notice the chairs. In particular, take note if you're sitting on the new Sitrus Seating™ (sitrusseating.com) chairs, the branding brain child of Les Kollegian, creative director at San Diego's award-winning Jacob Tyler Creative Group.

Kollegian was tasked with transforming and relaunching GNS Seating, a company whose chairs are manufactured in China to guaranteed U.S. production standards, into a more memorable, marketable brand. The owners defined themselves as a fresh and innovative approach to seating, so JTCG helped to rename them Sitrus Seating. Since the brand launch at the Javits Center in New York, Sitrus has realized a great response and feedback.

According to Kollegian, GNS tasked him with "the dream project -- creating a new name, a logo, a Web site and a look and feel to their brand." Within a week, Kollegian had developed the corporate identity (in a fruit-inspired color palette) and a new brand was born. By project's end in just 40 days' time, Kollegian had auditioned models and art directed the photo shoot, designed a new brochure and downloadable PDF catalog, and also designed the trade show booth for Sitrus Seating's launch for the key industry show at New York City's Javits Center. "I believe the new brand drew considerably more attention to our product than we've been granted in years past," said Sitrus Seating's president, Eric Segal. " We have extended the invitation for Jacob Tyler Creative Group to create branding for our rental division, RABO, given our success with this launch," he added.

Jacob Tyler Creative Group has experienced a stellar year, most recently being named the 12th Fastest Growing Private Company by San Diego Business Journal. Earlier this year, in profoundly rare achievement, all 30 of Creative Director Les Kollegian's submissions to the creative industry resource, "The Big Book of Logos 5," were accepted for publication. For more information on Kollegian and his company, please visit http://www.jacobtyler.com.

To interview Les Kollegian, contact: Denise Dorman
Phone: (630) 845-4694

Back to News Home