Identity & Website Evolution
Flexsteel was a furniture manufacturing brand beloved by retailers, yet largely unknown to the people actually buying their products. They knew they had work to do to evolve as a marketing organization but, most importantly, they were ready to start.
We used factory visits and interviews, data analytics and platform reviews to craft an approach. Our strategy focused on connecting them more directly to their end customers.
The creation and launch of Flexsteel.com not only rallied internal stakeholders around a new brand identity, but signaled a company-wide transformation that started with marketing and permeated throughout the rest of the organization.