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Caffrey's Furniture



The Story

A long-established modern furniture retailer in Austin, Caffrey's caters to an elite group of interior designers and clients. They needed a website redesign that would reflect the same clean, modern feel that existed in their brick and mortar showroom.  In addition to an updated site, they were looking for a strategy to use social platforms for enhanced communication with designers and to showcase their latest products and news.

The Work
Phase 1: Designing Communication
To complement the rich, deep brown of their existing brand identity, we chose a series of muted grays and browns that would maintain sophistication while appearing chic and upscale. Each page layout incorporated gorgeous photos from supplier lookbooks to communicate the elegance of Caffrey's couches, chairs, tables and artwork. In addition to basic information, the new site would also house a trade portal for designers. We developed simple, streamlined forms and continued many elements from the general sub pages to maintain a consistent brand experience. The final design step was an update to their existing collateral material to include the complementary colors that were introduced on the website.

Phase 2: Social Studies

To achieve increased interaction between Caffrey's and designers, clients and prospects, we developed their social profiles on Twitter, Facebook and Pinterest. Following a trial period, we determined that Facebook (closely followed by Pinterest) was the most actively engaged and effective communication tool for daily conversations with their target, while Twitter was best leveraged for special events. We continued to gain brand awareness and increased follows across all platforms, including a live tweet stream from the High Point Market in North Carolina and inclusion in "online mall" pin boards.

The Results
The new website received high regard from their clients and friends, and was much easier to navigate. The trade portal allowed designers more convenience with digital access to important documents and digital submission options for purchase orders and quote requests. Through Facebook, Pinterest and Twitter, Caffrey's gained increased brand awareness among the Austin interior design community and national exposure of their product offering.