The Headboard Workshop is an online retailer specialising in hand crafted headboards, beds and sofa beds, made with love and care in the heart of Wales.
We’ve worked closely with The Headboard Workshop since the company first began. Since 2011 we have created the brand identity, developed the website, worked on press campaigns and shaped every step of their marketing and communications. And along the way we have created many, many sheep…
Our first meetings with The Headboard Workshop revealed what a special group of people we were working with. They were funny, incredibly enthusiastic and keen to have fun. Our discussions established a need to create an 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. Our ultimate solution was based around the idea of sheep. This was suggestive of counting sheep and also gave us opportunities to visually represent the rural environment in which the company was based.
Once the core brand identity and logo were in place we began to extend the concept as awareness of the brand grew. We began to feature the sheep in different costumes and various settings, always with humour and with tongue firmly in cheek. We also established a distinctive tone of voice that made liberal use of puns to give the brand a voice that would have stand out in the crowded home furnishings market. This was important as all the competitors focused only on product shots and our introduction of characters into the communications engaged the audience and differentiated the brand.
Further key touch points in the customer journey were developed, such as a swatch pack for mailing our fabric samples and a brand story book ‘Your Guide to Bedroom Bliss’ which explained The Headboard Workshop’s values, products and sales process.
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 strap line – 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.