Basics

The Roomplace, a century-old furniture retailer based in Chicago with over 25 locations across the Midwest, brought me on board to modernize their creative strategy and brand aesthetic. As a previous collaborator with their Creative Director from my time at Owlet, I was tasked with leveraging my digital expertise to elevate this historic brand.

Challenge

Our primary challenge was balancing the push for constant sales-driven marketing against the need for a cohesive brand identity. With an aggressive strategy targeting bargain shoppers through a high volume of emails and promotions, The Roomplace lacked a unified creative vision. Our mission was to streamline processes and implement structures to upgrade their brand while working within existing marketing frameworks.

Explore & Iterate

In repositioning this brand, we entered an exploratory design phase as we developed each week’s campaign assets. This allowed us to incrementally progress the aesthetic and storytelling while meeting immediate needs and business priorities. We strategically crafted type, image and accessory pairings to convey brand pillars on an emotional level over time.

Elevating the customizable furniture offering in dedicated messages spotlights the target’s value of personalization and affordability. Shifting price point treatments toward product-focus reflects this priority on style over promotions.

With experimentation unified under the vision of understanding customer passions and perspectives, we enriched the emerging brand identity through purposeful design decisions across all consumer touchpoints.

Implement

Recognizing the core customer seeks simple, stylish, affordable home furnishings, we developed lifestyle-oriented messaging with relatable visuals emphasizing the emotional connection with home. In collaboration with their broadcast agency, we arrived at a polished, consistent brand style centered on warmth, style and enjoyed home moments. This human-centered approach crafted an engaging, unified vision.

Our improvements to the digital creative strategy moved the needle on click-through rates. Ultimately, we successfully modernized The Roomplace’s brand aesthetic within the constraints of their existing performance-driven marketing framework. My leadership on creative optimization and workflow processes resulted in a more unified vision that still resonates with their core customer.