About this Work

In November 2017, we were tasked with identifying, diagnosing, and reviving a dying retail brand.

Our Brand Manager and Strategists identified a number of struggling brands, but ultimately sighted La Z Boy for reasons that will become clear.

A retail revival is no small undertaking. It doesn’t happen with a few pithy lines dashed along the side of a highway. No amount of press-level activation can remedy an expired store-level experience. Comms solves alone can be lipstick on a pig.

This is an expensive, lengthy, and possibly impossible set of recommendations but I believe it shows a team’s worth of thought and execution and I’m proud to have been a small part of it.

TL;DR:

Here’s a total revival of La Z Boy’s retail experience:

Strategy

With this strategy and target in place, we looked to emerging trends in contemporary American culture for inspiration and discovered…

Hygge became our guiding design principle and, with it, we approached a total visual and auditory rebrand:

Updated Logo and Brand Guide:

Updated Brand-wide Tagline and Tone Manifesto:

We then applied the revamped branding to the La Z Boy retail experience, which we divided into the following touchpoints:

Pop Up placements and copy:

Spots: 

Preroll:

Radio:

Kick Back How-To Sample:

Credits

Experience Designer: Coryn Bajema

Art Director: Lauren Wilson

Strategists: Alyson Gaiser, Melissa Jackson

Brand Manager: Emily Hudson