MUH·TAY·ZIK | HOF·FER Brings Function Back to Form with “Design Necessities” Campaign for YDesign Group

We’re pleased to share something we’re very excited about—an innovative new print campaign for the leading modern lighting, furnishings, and decorative plumbing retailer YDesign Group, themed “Design Necessities.” The campaign features YDesign Group’s consumer brands, YLighting and YLiving.

The recently launched campaign by creative agency MUH·TAY·ZIK | HOF·FER takes modern design, which is often intimidating to people, off its pedestal and establishes it as a practical part of our lives. “Design Necessities” reminds us that modern design is more than just an aesthetically pleasing flourish or statement piece—it’s a functional and stylish solution to everyday dilemmas. A modern chair is just that—a place to rest tired legs. While the ads are matter-of-fact, they feature an engaging voice and lively color palette that makes the pieces approachable (and buyable).

“As soon I saw the creative team’s ad ideas, they just felt right,” says John Matejczyk, co-founder and executive creative director at MUH·TAY·ZIK | HOF·FER. “Of course, we then had to go through the creative process of figuring out just why they felt so right. What it came down to is they capture the very essence of modern design, which is not about creating rarified, unreachable, untouchable heirlooms, but fully satisfying actual everyday needs. That’s why we called it ‘Design Necessities.’ We worked closely with YDesign Group to develop the ideas and keep them clean and simple, just like modern design should be.”

“’Design Necessities’ is a strong evolution of our previous campaigns, and aligns with our company purpose and vision of bringing great design to people’s daily lives and helping them confidently explore and realize their interior design vision,” says YDesign Group CEO Sean Callahan. “We were looking to cut through the clutter with this campaign and we’ve achieved that.”

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