When we began to work with Cumberland, the furniture company had enjoyed a high reputation among architects and interior designers for 30 years. However, a new generation of architects and interior designers didn't know the brand and needed to better reason to connect. Cumberland asked us to increase awareness among younger architects and designers.
The Peopledesign team reinterpreted the classic, assumed qualities of Cumberland. We developed an awareness campaign around the concept of "Modern American Classics" and integrated it into the brand personality as well as Cumberland's product offering, keeping it relevant for a new audience.
In total, the Cumberland program included a refresh of their brand positioning, several campaigns, original photography, and a marketing website.
Brand recall for Cumberland among its target group grew from being too small to measure to staying in the top ten.