B Design
Translating Luxury In Furniture Design To Digital Communication and Online Presence
Challenge
B Design is a luxury furniture retailer based in both Saudi Arabia and Lebanon, and their main unique selling points lie in the fact that they offer luxurious ready and custom made furniture solutions.
They commissioned Blue Hat to create a Digital Communication Strategy in the aim of uplifting the brand’s online image to match its luxurious positioning and engage in a two-way conversation with the brand’s following.
Intervention
In order to have a digital communication strategy that answers the business’ problems and challenges, we started with a digital audit which included a deep dive into their brand image, social media content, tone of voice and ultimately, missed opportunities. During our analysis, we found many challenges including the fact that the grid initially did not portray the luxurious aspect of the brand, which affected the business’ positioning and its brand perception in the market. Many of the posts lacked coherence in terms of design, some themes were taking part in zeitgeists and occasions that do not reflect the brand image properly, and in general the photography style and creative direction could be improved.
Starting with the strategy, we conducted research for the trends and case studies to harness any lesson learned from best practices in the industry. Moving forward, we defined the target audience and personas in order to understand the segment we are targeting and create content based on their needs. The communication toolkit included graphic guidelines, social media themes, tone of voice, moderation guidelines, publishing times, yearly calendar and hashtags. The online marketing plan included the blogger collaborations and ads media plan.
Results
As a result we created for them a coherent look and feel that reflected the brand’s ethos. First, we started working on the color palette which was inspired by the fabrics used to build the furniture. The design process of the icons used for their highlights was inspired by the thick and thin strokes and typography of their logo. As for the photography style, we worked on removing all yellow color cast from the pictures while focusing on highlighting the neutral colors that in turn created a coherent and luxurious look and feel. We occasionally added some pop of color and strokes to the posts to avoid a monotonous grid.
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