Fuse/Ideas Preps Office Resources Push

BOSTON Office Resources has tapped Fuse/Ideas for a rebranding assignment following a review, according to the independent agency in Somerville, Mass. The work was previously unassigned.

“Fuse immediately connected with our employees and understood that our company is not about the furniture, but the people who design and plan the spaces that make our clients successful,” said Office Resources CEO Paul Fraser. “The brand they developed really highlights our strengths and positions us away from our competitors in the marketplace.”

Office Resources is headquartered in Boston, with showrooms and sales offices in Hartford, Conn., Worcester, Mass., and Manchester, N.H. The firm specializes in office furniture and related items, notably the Knoll brand.

The agency said its first work for the client would be tagged, “Spaces that work.” A print-based campaign targeting vertical publications breaks this winter.

Fuse has been busy of late, recently drafting local comic Lenny Clarke to headline a viral video urging fans of the National Hockey League’s Boston Bruins to vote the team’s players into the 2008 NHL All-Star Game. Fuse in September added the Snip-its chain of franchised kids’ hair salons. It has also recently worked for clients including Boston.com, Comcast, Disney, McGraw-Hill and Scripps Network.