Branding / Creative Direction

Overview

American Drew is a mid-price veneer furniture brand who had languished in sales and furniture market attendence but had recently developed a new modern furniture collection called AD Modern.

Challenge

Coordinated with corporate stakeholders and an outside agency to develop a unique promotion for the AD Modern Collection. Key objective was to bolster attendance at next trade event and stimulate interest for American Drew products.

Goal

Created AD Modern logo and reference materials as well as client brief pointing out unique veneer fuming process versus traditional dyeing, which allowed the natural grain to shine. Provided insight and direction for "free the grain" promo developed by agency. Graphic video elements were also used for tradeshow floor sign, marketing brochure and catalog design.

Results

American Drew tradeshow attendance rose 18% over previous market with increased orders for AD Modern collection along with 3 other top-selling furniture collections.

• Client

  American Drew

• Industry

  Furniture

• Deliverables

  Logo Design

  Branding

  Video

  Graphic Elements

• Role

  Creative Direction

  Logo Design

  Client Brief Ideation

• KPI

  American Drew tradeshow attendance increased 18% over prior market.