Client
The Headboard Workshop
Headquarters
Wales
Industry
- Retail
- Furniture
Company Size
- 11-25 employees
Services
- Branding
- Graphic Design
- Social Media
- Web Design
- Advertising
- Digital Assets
The client
The Headboard Workshop made their first headboard in a London garage way back in 1982. The core principles of this family business still stands today – exceptional craftsmanship, beautifully created, made to order and delivered on time. Word spread fast from that first order and they are still creating stylish headboards, beds and more, over 30 years later. They soon outgrew the garage and are now based in a factory in Wales. where they design, develop and build all of the items to maintain control and a high level of customer service.
The challenge
Our initial discussions established a need to create a brand identity that would mark The Headboard Workshop out as something a little different, for that’s exactly what it is – all products are made to order and no two are likely to be the same. We equally wanted to reflect the team’s sense of fun within the brand personality. We began by researching ideas and concepts synonymous with sleep and rest.
The solution
Our ultimate solution was suggestive of counting sheep and also gave us opportunities to visually represent the rural environment in which the company was based. We began to extend the concept as awareness of the brand grew, featuring the sheep in different costumes and various settings, always with humour and with tongue firmly in cheek. Our introduction of characters into the communications engaged the audience and differentiated the brand. We also established a distinctive tone of voice that made liberal use of puns to help the brand stand out in the crowded home furnishings market. Further key touch points in the customer journey were also developed, such as a fabric swatch pack and a brand story book ‘Your Guide to Bedroom Bliss’ which explained The Headboard Workshop’s values, products and sales process.
Creating a unique voice
We worked very closely with the team at The Headboard Workshop to develop their website and email communications. As all their products were made from scratch, we had a different e-commerce challenge where the customer wouldn’t be picking the product they liked the look of first but instead the product type first and then applying attributes like fabrics and finishes to it. We, therefore, developed a five-step approach to guide the user, which we featured on the home page, summarised in the strapline – simply click, pick and relax. Our work also extended into email marketing, with regular offers and campaigns built around a visual concept that would always feature the main brand asset, the sheep, involved in some kind of related activity – be it sunning themselves on a deckchair for a summer campaign or dressed as a witch come Halloween. In striving for excellence and continual improvement, we're continually working with the Headboard Workshop team and their developers to refine the customer journey and buying experience on the website and email customer touchpoints, be that by rationalising page layouts, designing new assets or drawing yet more of those lovely sheep.
Even an online retailer still requires offline materials
The Headboard Workshop offers a sample materials service for their customers and required a suitable mailer. The pack needed to contain the customer's chosen samples, explain the process from initial visit to final delivery and convey the brand's values. Our solution was a custom shaped folder which not only held the swatches but contained an informative mini guide, showing the customer what they could expect and why The Headboard Workshop was the right choice. This was sent out in a custom designed envelope. The pack helped raise engagement with the customer base, increasing conversion from swatch request to purchase.
"Since 2011 we’ve found Bob to be extremely professional and totally reliable, producing original work of a consistently high standard. We would have no hesitation whatsoever in recommending them."
Managing Director, The Headboard Workshop