Case Study: Cumberland Furniture boosts brand recall among young designers with Peopledesign

Cumberland Furniture reaches Top 10 brand recall with Peopledesign after a 3-year campaign

PeopleDesign worked with Cumberland Furniture, a company with a 30-year reputation among architects and designers that was struggling to connect with a younger generation. The challenge was to increase brand awareness and relevance with these new architects and interior designers.

The solution involved PeopleDesign reinterpreting the brand around the "Modern American Classics" concept, which was integrated into a refreshed brand positioning, campaigns, original photography, and a marketing website. The results were significant, with Cumberland's brand recall growing from being too small to measure to ranking in the Top 10 among the target demographic. The campaign's advertisements were so successful that their planned 18-month lifespan was extended to over three years.

Cumberland Furniture