Design Within Reach had built a very strong catalog business that catered to architects and designers. As part of a growth strategy they launched 35 retail stores over an 18-month period.
We addressed the challenge of how to expand their audience to meet the demands of retail. We understood that to expand the brand beyond the design community DWR needed to help the everyday customer understand the value of classic modern furniture.


We introduced a strategy to reach a larger audience using engaging storytelling — the stories communicated the relevance and passions of the designers behind the furniture. Our work made the connection between furniture and customers personal and meaningful. We supported the strategy with approachable and beautiful catalogs that helped customers contextualize and understand how to decorate with modern styling. To draw customer attention and build relationships we created engaging promotions and focused resources on outbound marketing efforts.