Global Living Furniture is a unique furniture operation headquartered on the Sunshine Coast. The company believed that there was possibly conflict between their desired brand position and the current imagery and advertising messages. Prior to developing further, they asked us to clarify the situation and make recommendations.
We undertook extensive field research to understand the marketplace, competitors and how Global Living currently fitted in. Two key points stood out:
1. There was a distinct and positive difference in their latest European style furniture.
2. Because of their direct factory to franchisee business model, Global Living also had an advantage of fast delivery as well as all of their furniture not requiring assembly.
As part of a relaunch of the brand, a new, more stylish logo was introduced emphasising the words ‘Global Furniture’. Storefronts and interiors were upgraded and a television launch campaign created using a suite of 6 x 15 second brand commercials.