Branding / Creative Direction

Overview

American Drew is a mid-price veneer-furniture brand that had languished in sales and furniture market attendance 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 the next trade event and stimulate interest for American Drew products.

Goal

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

Results

American Drew tradeshow attendance rose 18% over the previous market with increased orders for the 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
Winner: PIAS Award of Excellence