BMA

For more than 15 years, BMA Ergonomics was a local wholesaler of ergonomic office furniture. Then it developed its own designer chair and moved into production. The result was the successful Axia brand and massive growth in the Europe and the United States. Wellcreative developed the Axia product and brand identity, as well as designing a new house style for BMA Ergonomics.

Case:BMA Ergonomics has experienced phenomenal development in the past ten years. From a small local wholesaler of ergonomic products to a medium-sized manufacturer of office chairs which are sold throughout Europe and the USA. Wellcreative is proud to have part of this growth from the very beginning.
BMA launched its first office chair, the Axia, in 1998. Wellcreative was asked to develop the product's identity, its communications strategy and the design of all its publicity materials.

The Axia is a high-quality ergonomic chair which stands out from the competition for its attractive design. Since BMA was best known as an ergonomics expert, whereas this product had to appeal to interior designers and design aficionados, it was decided to establish Axia as a prominent brand in its own right. The BMA Ergonomics name was kept in the background.
After several years of steady progress in winning market share to become a favourite with designers, it was time to bring the company behind the Axia's success back into the limelight. BMA Ergonomics was developing new chairs, and their launch would be made easier if it were widely known that they came from the people behind the Axia.

to achieve that, Wellcreative developed a new house style, a corporate brochure and a series of product booklets. The name BMA was made more prominent than the Ergonomics suffix. The company's vehicles and the boxes in which the chairs are delivered to customers were also given a facelift.

The result of all this was a strong, self-confident house style. And through a flag tag in the backrest and the instruction manual provided in a special holder under the seat, that style is literally attached to every chair.
Now that BMA's own name has been brought to the fore, the company is less dependent upon the lifecycle of the Axia brand. That makes it is easier to introduce new lines. BMA stands for an effective, high-quality ergonomic product in an attractive form. Its chairs have been nominated for many design awards, yet are also acclaimed by ergonomists and health and safety consultants. The best of both worlds!