A home goods company saw an opportunity to expand into home furnishings in both North American and European markets, and that was about it. They needed a name, a brand, and a vision for how they could bring something new to a crowded space.

Extensive research into buyer behavior, competitive brands, and design that blends value with style, produced direction not only for the brand itself, but the look and feel of the furniture they would go on to create.

The result was an aesthetic named “Modern Warm,” which became a north star for their expanding line of products, and for the brand’s voice and tone, which fuses elegance with empathy for urban millennials wanting stylish furnishings for smaller spaces.