Having spotted an opportunity within the slow, laborious design cycles of established furniture retailers, Swoon launched in 2012 to produce rapid response, distinctive designs at disruptive prices. Having achieved rapid growth in 6 years, Swoon wanted to reposition itself from disruptive UK challenger to more trusted global market leader.
In a category which obsesses about designs and designers, we set out to hero the vision, ideas and individuality of home obsessed customers. In positioning Swoon as the home for the home obsessed, we sought to inject individuality at every opportunity. We created a logo marque made up of individually created characters inspired by furniture design details. We developed a ‘Living Sketchbook’ brand system that showcased dynamic combinations of pieces, fabrics and colours. We rolled out a new website that brought inspiring content into the heart of the experience. And together with BBH, we oversaw Swoon’s launch on TV.