To elevate Birch Lane’s presence in a saturated furniture and home décor market, the brand required a decisive pivot from an inconsistent, catalog-style presentation to a cohesive, editorially-driven experience. By analyzing demographic data and behavioral trends, we developed detailed consumer personas that aligned with both aspirational goals coming from editorial trends and actual consumer behavior. This work provided the foundation to reposition the brand narrative—shifting the focus from a narrow view on product features to an inspirational yet achievable lifestyle.

We defined a clear set of decorative styles deeply rooted in historical design references and market trends, allowing for a curated approach to visual storytelling. From there, we established a robust creative direction for the Birch Lane brand, covering everything from lighting techniques and product styling to seasonally-driven storytelling. The result is a brand that feels elevated, consistent, and emotionally resonant. Designed to grow with the business while staying grounded in real consumer desire.

EDITORIALLY-BASED BRAND & USER PROFILE DIRECTION DEVELOPMENT

BI-WEEKLY SEASONAL BRAND STORY, PRODUCT ASSORTMENT & CMF DIRECTION DEVELOPED FOR 6 UNIQUE BRAND PERSONAS

BIRCH LANE RELAUNCHED BRAND DIRECTION ACROSS SITE, PHOTOGRAPHY & MARKETING ASSETS

BIRCHLANE.COM SITE REDIRECTION AND BRAND UPDATE