Case Study #1

Case Furniture Gallery

Case Furniture Gallery approached us in late 2009 with a unique branding challenge.

The furniture chain had started in the BC interior in 1977, with a single store in Enderby.

After investing considerable time and money promoting themselves to their local market, the company expanded, adding new stores and switching to become part of the Ashley Furniture franchise.

Nearly a decade passed and more effort and money was spent promoting the Ashley branded stores to the marketplace.

In 2009, the company shed the Ashley brand and returned once again to its Case Furniture Gallery roots. Only this time a confused marketplace, a lack of any distinct, consistent identity and a trial and error marketing plan had left the owners looking for guidance and direction.

We began the Case re-brand by conducting a brand audit of the business, examining all aspects of the brand culture, identity, features and benefits.

Having established the company's brand strengths, the qualities that made the Case brand distinct in the marketplace and the core target consumer to which the Case brand will best resonate, we returned with a strategic plan and brand image recommendations.

Case, we came to learn, unlike many furniture stores, doesn't sell the commodity of furniture, it sells the experience of home. That became the filter through which the new Case brand was developed.

We launched the new brand to market in February, 2011.