Designed for Love
The campaign that first moved CITY Furniture from selling products to celebrating the moments around them, and set the stage for the CITY HOME rebrand.
The challenge
Speak to a new primary customer: the Confident Curator.
Furniture advertising tends to lead with product and price. To reach a new primary audience, the Confident Curators, the brand needed to show that furniture is more than functional, and that every product and showroom is made with care and intention.
It started with a realization: CITY Furniture’s customer was changing. Rather than keep speaking to everyone, the company decided to go after a specific customer and develop the brand around them. Designed for Love was that first step, ahead of the rebrand to CITY HOME.
The idea
The customer is the hero, and the furniture is the backdrop to life’s biggest moments.
“Love” stands for the emotions and memories people create at home, and for the company’s commitment to giving back. Instead of featuring products, the spots celebrate the moments those products make room for.
The thinking
A long-term brand platform, built from one insight about the people we wanted to reach.
Confident Curators love seeing their vision come to life.
Their vision goes beyond the furniture to how they see themselves in their space, including their hopes and dreams.
A sofa is not just for sitting.
A dining table is not just for eating. A bed is not just for sleeping. Furniture is the backdrop of life’s most cherished moments.
Designed For Love.
“Designed” is the care and intention behind every product and showroom. “Love” is the feeling of home, and the way CITY gives back.
Brandmotion
Designed for Love
Sales spots usually abandon the story. We made the platform flexible enough to carry promotions too: a 50/50 split between a moment at home and the offer, so every sale still feels like the campaign. It launched with the 4th of July sale as “Designed for Sparks.”
What I led
- Brand-side creative directionCreative
- Partnership with ALMA on the campaign platformAgency
- All in-house creative and marketing execution: social, email, web and moreIn-house
- Rollout across TV, display, social, web and email, in English and SpanishIntegrated
- Keeping every touchpoint consistent with the brandStandards
The spots
A :30 brand anthem with :15 and :06 cutdowns, in English and Spanish. The actors never speak, so a voice-over carries the message and the footage becomes a reusable library for future spots.
Results
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