One of the leading furniture brands, with a hard-selling approach -especially during the recession years- was looking for a more emotional, contemporary approach regarding the key visuals and the company’s TV spots. Even though the price is still its USP, the need for a series of lifestyle messages was part of the client’s brief.
First of all, we maintained the brand’s color palette -one of the elements that helped its establishment in terms of communication. Then, we created a series of messages focusing on the human/emotional element of the story -as the process of choosing furniture is, of course, a matter of budget, but it’s a crucial element of everyday life. Simplicity -in forms and typography- complement a simple, yet witty and sentimental tagline.