Jonathan Louis design lab
Launching a playful, all-new sister brand of customizable furniture featuring a DIY furniture design app
Brand Identity | Website | App
Jonathan Louis launches an all-new sister brand and app that empowers customers to design the furniture of their decor dreams from the legs up.
Following our successful brand relaunch of Jonathan Louis, one of the largest furniture manufacturers in the US (read case study), demand for their custom furniture was strong – but the competition was steadily growing, particularly in the online retailer space. To support brick and mortar retailers, we needed to develop a brand that not only sparked excitement and self-expression but also served as a playful, real-life retail destination – a place where shoppers can actually go for a “test drive” and create their custom furniture. Enter the Design Lab.
Jonathan Louis Design Lab is a refreshing breakthrough in furniture. Offering more than just stylish furniture, the collection gives shoppers craving self-expression a chance to bring their personal style to life by choosing every detail to create the sofa, bed, and pillows of their décor dreams through an in-store app.
objective
Create and launch an exciting new brand identity for Design Lab that generates awareness, interest, and action for both B2B and retail consumer audiences. Deliverables included in-store iPad app, sizzle video, website, print materials, and more.
MY ROLE
Creative Lead & Senior Art Director, Brand Design, User Interface & front-end Web Design
CREDITS
Fraser Communications, Agency
SunnyByte, User Experience
Ripe, Web Development
SLAAK Productions, Showroom Design
Brand Discovery
To gain insight on the personality and direction of the brand, I lead the key stakeholders of Jonathan Louis through a process called Core Discovery to get everyone involved aligned on the direction of the new brand identity.
Bedroom Collection Brochure
Living Room Collection Brochure
Sizzle Video
An engaging centerpiece of the Design Lab website, the sizzle video also served as a virtual showroom reveal when B2B tradeshow events were canceled due to the pandemic. I wrote, cast, and directed the spot as well as styled 6 different sets.
Website
A peek into the possibilities, the Design Lab website’s main intention is to inspire and guide shoppers to Design Lab retail locations to build their custom furniture. I created wireframes and designed the front-end user interface of the entire website.
Social Media
Jonathan Louis’ social channels serve as a visual catalog of inspiration – and Instagram, a hub for home décor, stands out as the brand’s sweet spot for showcasing a medley of helpful ideas ranging from fabric trends and pillow styling tips to influencer home tours. I designed fresh content each month reflecting their quirky brand personality.
In-Store App
Shoppers seeking the sofa of their dreams can now turn to the Design Lab’s in-store app, an exclusive retail kiosk experience that allows them to create and customize their one-of-a-kind pieces from the legs up.
I had a hand in most aspects of its development including UX wireframes, user flow, user journey, prototype, usability testing, UI design, and supporting the development team.
High Point Market
To entice industry buyers to “enter the Lab,” Jonathan Louis’ tradeshow exhibit called for something out of the ordinary. Bright neon signage, floor-to-ceiling installations and custom illustrations were among Fraser’s many creative solutions that came to life in the showroom designed by SLAAK Productions and inspired by the Design Lab brand identity.
The invitation (above) and branding colors, fonts, and illustrations were used as inspiration throughout the showroom.
Results
Our work has resulted in a fresh, exciting new brand for Jonathan Louis – one that is already in high demand by retailers and consumers alike. Since the collection’s initial launch in a single retail chain in summer 2020, nearly 90 additional retailer stores have picked up the brand across the country, with more stores being added every month.