Atriani

Atriani: Launching a Premium Furniture Brand

Overview

The Challenge

Atriani was confused about where and how to start their business and wanted to have an impactful launch to announce their brand to their target audience.

Our Approach

To address Atriani’s challenges, we conducted market research to understand their target audience and their preferences. We then developed a PR plan to announce and feature the brand in multiple magazines, and planned an opening event to create awareness.

We provided brand guidelines to ensure consistency across all marketing materials and guided their teams in Brazil to align with the strategy. Our social media strategy aimed to engage designers and the design industry to build relationships in Atriani’s first year.

/Market Research

Understanding the Audience

We conducted thorough market research to understand Atriani’s target audience and their preferences. This research was critical in tailoring our strategies to effectively attract and engage their desired customers.

/PR Campaign

Announcing the Brand

We developed a PR plan to announce and feature Atriani in multiple magazines, including Interior Design Mag, Toronto Life, Living Luxe, L Decor, and House & Home.

/Event Planning

Creating an Impactful Launch

We planned and executed an opening event to create awareness for Atriani. This included inviting guests, bringing PR influencers, and designing the event’s concept and activities to promote the brand.

/Brand Guidelines

Primary

#ED145B

Alto Pink

Secondary

#FFCCCC

Light Rose

Heading

#000000

Dark

Alternative

#666666

Grey #3

Ensuring Consistency

We provided detailed brand guidelines to ensure consistency across all marketing materials. This included defining the brand’s visual elements, messaging, and content strategy.

/ Social Media Strategy

Engaging the Audience

Our social media strategy focused on engaging Atriani’s target audience through carefully curated content. We utilized platforms like Instagram and Facebook to promote their products and build relationships with designers and the design industry.

User feedback

To ensure Atriani’s launch resonated with its target audience, we conducted extensive user testing to gather qualitative insights. We created multiple interactive prototypes that showcased different design concepts, brand messaging, and customer touchpoints. These prototypes helped users visualize the brand experience and provided valuable feedback. Learnings from testing allowed us to refine our approach, enhancing brand positioning, marketing materials, and customer engagement strategies to ensure a strong market entry.

/Content Creation

CREATING HIGH-QUALITY CONTENT

We developed a comprehensive content strategy that included creating high-quality videos, photography, and copywriting. This content was designed to showcase Atriani’s products and highlight their unique qualities.

/The Results

The Results

Atriani was well-positioned and became known to their audience and top designers. They appeared in multiple interior design magazines, worked with lifestyle influencers, and participated in the Interior Design Toronto Exhibition (IDS). Their Instagram page grew to 3,000 followers in less than three months, and their visual identity became consistent across all platforms.