Diggs & Dwellings is a new retail furniture store in the heart of Sudbury’s shopping district. The store is the anchor of a new multi-million dollar development on one of Sudbury’s main arteries. Diggs & Dwellings has quickly become Northern Ontario’s premier furniture store featuring world-renowned brands such as Barrymore, Stressless, Four Hands, Canadel and Bernhardt.
When we first began our engagement with Diggs & Dwellings, their vision was clear—to go big and capture the Northern Ontario furniture market. We worked to create a strong brand for this new, local, independent business in preparation for their Spring 2016 launch. Located very close to Costco, Home Depot and Lowes, it was crucial for the brand to appear established, trustworthy and capable of going toe to toe with the big brands, as soon as it launched. By developing a solid marketing plan and executing all aspects of the brand, we continue to create the necessary buzz to make Diggs & Dwellings a huge success.
As brand managers, we’re able to craft the entire brand experience by designing all of the store’s touchpoints. We design traditional marketing like print ads, vehicle wraps, digital billboards, and in-store materials, conceptualize, execute and manage social media marketing, and plan and conduct online marketing through their responsive WordPress website and custom email newsletter. In addition to managing the brand, we are responsible for all media buying and media relations, allowing the owners of the business to focus on running their day-to-day operations, while we focus on bringing traffic through the doors.
We understood the sheer scale of this business at the onset of the project and prioritized a simple logo that could evolve with the brand. We aimed to communicate that scale by creating a strong, balanced, and simple symbol. The logo is a fusion between a retro pinstriped monogram, and a modern wordmark. The two Ds from Diggs & Dwellings come together to create a pinstripe pattern which acts as a recognizable icon that is easily applied to all signage, product tags, promotional tools and apparel. The simplicity of the logo also allows us to easily emphasize the more important elements of the marketing tools.
When we have the trust of our clients, and they allow us to design the various touchpoints of the business, we are more likely to succeed in communicating their brand message. Our goal with social media management is to elevate the brand and engage with real clients and potential clients in the digital world, humanizing the entire shopping and buying experience. We use our time to conceptualize content, research subject matter, analyze past posts, evaluate what works and what doesn’t, review engagement, chat with followers, and create graphics to promote the products and services offered by Diggs & Dwellings.
Through research and analysis of the Diggs & Dwellings social media presence, we identified an opportunity to engage shoppers who look for quality furnishings but still want to maintain a modest budget.
Based on that major discovery, we are able to craft content to build up that demographic: the client looking for a quality piece with good value, that will last longer than a piece from IKEA, or a piece that is more unique and well-made than what is offered by national furniture retailers. We took it a step further and developed branded posts that feature great value items to highlight the features of the handcrafted furniture pieces available at Diggs & Dwellings.
Diggs & Dwellings has a huge selection of high quality, international furniture brands that are hard to find elsewhere in Northern Ontario. In the planning stages of the website, we emphasized the importance of showcasing the various brands and designed the site in a way that ensured each brand could shine. We designed brand pages that featured lifestyle photography and product details in a layout reminiscent of an interior design magazine.
We also designed the site in a way that would promote engagement with the brand. Various callouts throughout the site encourage users to get in touch, schedule a consultation, or follow Diggs & Dwellings on social media. The email newsletter callout has garnered hundreds of unsolicited subscriptions from clients and potential clients looking for more from the brand. We also built a Clearance page as another easy way for Diggs & Dwellings to start the conversation with new clients by asking for their email in return for information about the items on sale.
The site is responsive and built with WordPress which makes it easy to update photos as trends change, brands as Diggs & Dwellings continues to grow its product range, and blog posts which give visitors a closer look at the personality, values, and style of Diggs & Dwellings.