Brand makeover keeps Brown in style
Brown’s Interior Design had some concerns when we first met them. For starters, they were way overdue for a brand refresh. Also, their architectural blueprints were complete and they were about to begin a complete showroom renovation. They wanted to promote this to the public, but there were other changes going on as well. Since 1976, the company offered both home furnishings and interior design services but, moving forward, decided the focal point would be the design side of the business. It was crucial that they educate their target audience about this shift without alienating their loyal clients. The executive staff and owners determined this was too great of an undertaking and decided they needed to partner with an outside agency to build their new brand system.
With enormous competition in the South Florida interior design space, Brown needed to develop a total internal and external platform to re-brand themselves. There were multiple goals occurring organically including adding a younger target demographic, attracting superstar interior designers to join the staff at Brown, telling the company’s story in a unique fashion and marketing themselves in an efficient manner.
Our strategy was to transform the Brown brand, depicting its innovative technology, revolutionary business model, modern appearance and expanded showroom. We did this by delivering a revolutionized communication system. To illustrate their fresh approach to high-end interior design in South Florida, we created a corporate website, interactive digital kiosks, powerful marketing resources, employee culture guide, adjusted social media campaigns, memorable tagline, digital marketing plan, engaging promotional items and a short-form television advertising campaign. We raised their awareness, helped them share their story better and reinvented their approach to design story-telling.