Dovetail Furniture
Services |
Communication Strategy | Brand Positioning | Design
A legacy Los Angeles B2B furniture company needed modern positioning and language to launch a new website and support its retailers.
Client
Dovetail Furniture
What we did
Communication Strategy | Brand Positioning | Design
Outcome
Live site
Visit the site ↗
Problem
What the business was up against
The brand had not really been touched for 15+ years. The new CEO, Marco, along with the family owned leadership team, was eager to refresh their brand and prepare for growth.
Solution
What we built, and why
RESEARCH: Listening was key. Seeking to understand the heart and heritage of Dovetail's stakeholders forced us to adopt a keen ear. We observed intimately, seeing how they operate as a team in hopes of capturing the magic they already possessed.
DEVELOPMENT: We determined the exact right position for the brand based on who Dovetail already was and in relation to their marketplace competition. We discovered an amalgamation of the target and core demographic and their key psychological needs that Dovetail could fulfill.
Result
What changed for the client
A whole new Dovetail, and it's live. The new positioning and language now lead dovetailhome.com, which presents Dovetail as a wholesale home furnishings brand with a dedicated trade program for its retail and design partners.