With the UK's homewares market expected to reach £14 billion by the end of 2021, many industry titans have been working hard to refresh and innovate their marketing, ensuring they stand out from an increasingly homogenous landscape. So when George Home came a-knocking, that was exactly the aim.
As part of Britain's best-value retailer, Asda, George Home holds a special place in many people's hearts – from everyday essentials to their individual pieces for brightening up any room. As a result, they wanted to be back in the spotlight for stunning home chic, without losing the accessibility that people loved.
The concept of "home" has never meant more than in the past few years. From an emotional escape to a place for relaxation and leisure time, it made perfect sense to harness that energy as a way of demonstrating matching mindsets with George's key audiences. In short, prioritising an emotional campaign over a rational campaign – one that captures the importance of home to everyone.
And so, "Make Room For" was born. A manifesto and mission statement in one, it was designed around a carefully curated collection of products designed to enrich the everyday experiences of George Home's audiences.
From cushions to crockery, it captured the joys of being at home by introducing products you'll want to "Make Room For...", overlaid with tailored typography and even a custom-built wide-ranging Tone of Voice, designed to conjure up the perfect combination of cosy thoughts and stylish living.
With a refreshed brand personality, George Home's new season collection was a hit – hitting phone screens and TV screens across the country and springboarding their movement into a more peer-to-peer market audience.
What's more, the Tone of Voice's success saw it expanded into a wide-ranging brand guidelines document across the company too, designed to create cross-department comms unity across social, web, email and POS.