Summit Chairs

Brand Identity  /  Keyword Research  /  PPC  /  SEO  /  User Experience  /  Website


A leading UK based designer and manufacturer of workplace seating solutions, Summit Chairs are a hidden gem. They challenged Lionhouse to reinvigorate and revitalize their brand identity – to be more aligned with their contemporary, commercially relevant output.

Summit Chairs Brand Logo
Summit Chairs Product Photography Art Direction
What we did

A flexible identity that says a lot.

Summit produce great products with a quiet confidence. As a consequence their previous branding was too reserved and didn’t communicate their company values or reflect the quality of their products. Lionhouse has created a new, more confident identity that informs their customers of the pride and focus that goes into every product made by the Summit team.


Summit Chairs Brand Guidelines
Summit Logo Brand Evolution Design
IDentity concept

An identity that works in all scenarios.

The solution was a simple one, born through an observation that the wheel base of a task chair looked like an asterisk. With the asterisk in place, we could use it as a device to communicate everything the brand needed to say.

Photography of Summit Chairs in office environment with typography
Summit Catalogue Spread Design
Summit User Experience Design UX
UX, Design and Development

A new website to be proud of.

With the new branding in place, we  completely overhauled Summit’s website to work harder and to become the centre of their new marketing strategy. We have re-presented Summit’s full catalogue to appeal to their existing dealer base and to act as a shop window for any new perspective customers. Visit

summit chairs website design examples on screen
Summit responsive website designs
Summit website design
UX, Design and Development

User-centric design.

After review and extensive research to understand what Summit customers wanted and needed from the site, we planned clear strategic wireframesand tested user journeys relentlessly. 

We gave the user the ability to search for products by  style and range and also introduced category tagging for sectors and environments.

We also created dedicated landing pages to target specific sectors, giving a more personal, expert feel to the Summit brand.

Summit Website Dealer Area Ordering
UX, Design and Development

Simple ordering, slicker accounts

A key update to the site has been to introduce the ability for all users to create detailed product quotes.

Customers design and customise their products online in great detail, including the ability to select the multiple fabric options and choose additional product features.

This quote building function is not only useful for customers, it is also works for the sales team saving time when creating accurate quotes and internal orders.

This is all supported with an improved dealer account section which allows users to manage their own quotes, track orders and review personal details.

Summit Website In Use on tablet screen showing UX
Summit Branded Fabric Tag with logo
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We’re here to improve your brand. Please call 01225 445 427  [email protected]