Bush Furniture - Define, Reach, Convert, Respond

In just a few months, Bush Industries underwent a complete brand facelift thanks to Illuminati Studios' marketing know-how and strategic thinking. Illuminati Studios created a set of modernized brand identities to help Bush target a broad new base of customers and implement a wholly new business model.

SITUATION

Bush Industries' business model had long been to sell through big-box stores and direct to corporate and government clients. But increasingly aggressive competition in a recession economy meant that Bush had to rethink its strategy. Bush Industries knew that it would have not only to refocus its efforts on marketing directly to consumers, but also to diversify its target consumer groups. However, its existing brands and logos were not developed with the end-user in mind, but instead for bulk customers and retailers. Longstanding sales relationships had been more important than image, until now.

SOLUTION

Illuminati Studios took a holistic approach to rebranding, developing a collection of graphic standards and logos across the organization to reposition Bush Industries for a new strategic direction. First, we analyzed the brands and organized them in a way that represented their intended consumer groups, setting clear and deliberate goals and objectives for the new brands.

Next, we created logos and standards for all of Bush Industries' brands. Bush's commercial furniture line, Bush Business Furniture, received a new logo and name, "BBF." In the Bush Living department, brands like Bush Furniture, my|space, Workplace Solutions, Office Connect and StabiliBar underwent updated logos and defined graphic standards. The Bush Furniture logo was matured into an updated image that shared colors in common with its subordinate brands, creating a strong visual link between all Bush products. Additionally, we developed a new brand concept, "Bush Furniture Signature" to encompass home entertainment and home office products. The rebranding was an essential part of Bush's strong presence in 2010 industry trade shows; the company was able to come out swinging and leave with a bang, generating a torrent of media attention in furniture magazines and trade publications.

In conjunction with Illuminati Studios' other marketing efforts, the rebranding campaign helped Bush Industries gain considerable market share in the face of an historic economic downturn. The effort is just another example of how Illuminati Studios is truly a business partner when it comes to marketing strategies.