Room Strategy
Tiffany Murray first approached us to develop some signage and marketing materials for her business, The Apartment Store. Spun off from a previous home styling business, The Apartment Store originally offered for purchase the very furniture and fittings used in styling those residences for sale. As the business grew so too did demand for its service outside the residential market, into sectors such as tourism, aged care and remote work.
The Apartment Store was supplying hotels, resorts, caravan parks, aged care residences, mining camps, as well as apartments, everything their owners and operators needed from beds and bed linen to cutlery and artwork. Suddenly the name didn’t at all fit the business, its clientele or the opportunity presented in the Furniture, Fixtures and Equipment (FF&E) space.
So, Tiffany came back with a very simple idea—what if we called the business Room? It ticked all the boxes—the business literally filled rooms of all different uses, and it gave Project Managers the room to concentrate on other aspects of their developments rather than selecting and organising furniture and fittings. Amazingly we could also register it and secure the domain name and social media handle. The project was now reintroduced as a comprehensive rebrand.
Our first step was to define the target audience—project managers, procurement managers, owner-operators—and understand what they really wanted from an FF&E supplier—a partner they could trust to design, procure, manufacture and install on time and on budget, and remove the usual stress and time associated with builds and fit-outs. Our sector audit showed the way Room worked was unique in that it was totally bespoke, focussed on great design and genuinely fun to work with. Based around the key brand pillars of design, service, reliability and fun, we built out Room’s positioning, personality, tone of voice—honest, direct, personable and confident.
Room was now ready for a new set of clothes.
