John Strauss Furniture
SITUATION: John Strauss is a small furniture company whose namesake designs and builds all the furniture. He had been designing furniture, one piece at a time, usually with client requisitions. His furniture was incredibly executed; however his branding did not reflect that. He came to Dialogue Consulting to broaden his market share and sell to architects and designers rather than directly to the consumer.
RESULTS: Sales have doubled in one year and John is enjoying showroom representation and garnering a much larger share of the A&D marketshare.
STRATEGY: We changed his brand to better reflect the high-end quality of his fine furniture. The graphics were changed from a more ordinary appearance to a very sophisticated and modern one using subtle green-grey tones and sepia photography to allow the product to shine and reflecting his designs. The logo was taken from his signature leg which was also used on the front of his card and repeated in the tear sheet, stationary and collateral pieces. New photography was also taken to better reflect the high-end quality of his line.
We also showed him how to “springboard” pieces from existing designs and draw them in cad and put line drawings on backs of tear sheets to save time and money on making very expensive prototypes. They easily turned into actual pieces once the client placed an order.
Dialogue also designed a presentation binder to give to the A&D community, worked on pricing to the A&D community, completed a year marketing plan, found distribution, and designed and helped implement a booth for NeoCon and other trade shows.