Nova: Re-Branded!

Nova interiors originated in a modest workshop in the village of Eyam in the heart of the peak district in 1985 by Stan Buchanan. In 2000 the business re-located to an 18,000 sq ft fully integrated factory, capable of servicing larger contract projects from concept to installation, in chesterfield and is now overseen by managing director Jonathan Buchanan.

It increasingly became apparent that it was time for the business’s branding to more accurately reflect Nova’s values, expertise and market position as a leading UK supplier of custom made furniture solutions for the hospitality industry. Nova approached Sheffield based branding designers Side by Side to answer their brief and here they take the opportunity to introduce you to the new branding and discuss Side by Side’s design approach with one half of the business partnership, Oliver Booth.


Side by Side was founded by lifelong friends Oliver Booth & Dave Greasley in 2013. After an inseparable childhood, the pair traveled through school and college together before separating at the start of their careers to gain experience in branding and graphic design. The partnership re-formed once they had gained industry leading experience, now able to create designs which engage on both commercial and emotional levels for their clients at Side by Side, specialising in identity and bespoke typography.

Oliver and his team began their creative process by visiting Nova and gaining an in depth understanding of our manufacturing capabilities and quality of their craftsmanship.

‘We started this project by studying the art of the craftsmen within their workshop. Through this we became particularly interested in wood-joints and the simplicity of their shapes. We focused on dovetail joints and used them as a focal element of their brand to portray both craftsmanship and quality. The joint then acted as a tool to sculpt a bespoke word mark and accompanying typeface, Dovetail Rounded.’


There are few brands who can boast their own bespoke font, a luxury afforded to a small handful of world renowned brands, but it is this asset which enabled Oliver to release the potential of Nova’s new branding and allows the branding to be consistently installed throughout their business.

‘Taking onboard the characteristics of the logo we were able to produce a range of icons using the same line weights, curved edges and dovetail cut-out.’


Nova’s new website represents the possibilities which they offer, no longer focused purely on product but now identifying the service which they are able to offer to their customers.  The Nova team of in-house designers and craftsmen are skilled in assisting their customers to conceptualise a bespoke design which is unique to their interior scheme.

‘All the brand elements come together on their website – a clean, well-branded online space, which showcases their full product range as well as the bespoke nature of their work. The site is built around an E-commerce backbone, to house the hundreds of available products. Large, high-quality imagery helps the website feel like a modern, spacious place. The bespoke icons and colour palette help navigate the user around the site with ease.’


Oliver utilised the high quality photography Nova receive of their customers projects to build a strong website aesthetic, complimented by the excellent photography commissioned by Oliver from emerging Sheffield based commercial photographer Alexandra Wallace. Featured in Nova’s new website photography is thier Chesterfield based team, due to demand from their customers, Nova have also expanded thierr capability and have established partnerships with two renowned furniture manufacturers based in Portugal. Nova only work with trusted suppliers who demonstrate excellent quality management and consistency in delivering products that meets their own exacting standards.

Oliver knew that Nova’s new brand needed a fresh colour pallet. As with all of his projects the branding began in a monotone pallet, he then began to bring in colour; playing with how pastel colour tones could create contrast with the photography and ‘pop’ off the page.

‘It is always very important to us that our vision of the whole brand, the tone, hue, colours, work well with the style of photography. We work with a selection of photographers, each bringing different skills to the table, allowing us to pick the best person for our client.’


Side by Side take joy from working with clients who have a clear understanding of why their brand needs to be reconsidered, this keeps their design journey on track, and allows the creation of an expert solution through a thorough concept and development process. We are thrilled with how we can now communicate our business!

Nova are confident that side by side’s work now enables them to demonstrate what they can achieve through working with the team at nova. Please enjoy Nova’s new website and contact their team by emailing if you would like to find out more about their services.

Contact Nova Interiors


About Alys Bryan

Alys is a knowledgeable design editor who is focused on instigating conversations, both online and in-person, with industry experts which challenge, educate and advance the commercial interior sector. Her training and 15 years of professional experience as a furniture designer for the commercial sector makes her uniquely placed to lead Design Insider as Editor
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