The brand identity work will extend to multiple phases, so there will be opportunities for Colle McVoy and La-Z-Boy to continue to work together creatively, while the PR will be on a project to project basis so far.

The rebrand could include a logo refresh as well, with imagery that will move beyond just a brown recliner, as well as new product launches from La-Z-Boy’s internal innovation team.

The new look will be launched in August.

“The chance to reinvent a 96-year-old brand and make it relevant and interesting for today and for new audience is my favorite thing to do and such a unique opportunity,” said Hoskins.