Liya Sandalye, a family-owned furniture manufacturing company with a rich history of crafting exceptional chairs, embarked on a transformative journey to redefine its brand identity and enhance the customer experience for the new generation.
Research and Understanding
The primary challenge was to modernize Liya Sandalye's image while preserving its existing customer base. To achieve this, a comprehensive service design approach was employed to re-envision the brand and its offerings. The goal was to target architects and bulk purchasers by showcasing Liya Sandalye's production capacity and craftsmanship through a refined digital presence.
Service Design Strategy:
Step 1: Crafting a Vision
A meticulously crafted vision statement was developed to encapsulate the essence of Liya Sandalye's legacy and aspirations. The motto "Every chair's story begins with a tree" embodies the company's commitment to sustainability, craftsmanship, and the journey each piece of furniture undertakes.
Step 2: Tailored Brand Identity
Liya Sandalye's corporate identity was meticulously redesigned to seamlessly integrate the new vision. The existing customer profile was preserved, while a fresh focus was placed on architects and wholesale buyers. This harmonious balance allowed the brand to maintain its heritage while embracing growth.
Step 3: Digital Transformation
A digital strategy was devised to amplify Liya Chairs' production capacity and experience. Social media channels were strategically curated to reflect the brand's values, showcasing the intricate process of crafting each chair. The website design was meticulously planned to not only spotlight existing models but also to project an image of collaborative innovation with architects and designers.
Step 4: Production-Driven Content
Productions that highlighted the manufacturing process were produced for both the website and social media platforms. This content not only provided insight into Liya Chairs' craftsmanship but also communicated the company's ability to bring architects' and designers' visions to life.
Results:
The comprehensive service design approach yielded remarkable results for Liya Sandalye:
Enhanced Brand Image: The new vision and brand identity positioned Liya Sandalye as a forward-thinking company with a deep-rooted commitment to its craft and environmental sustainability.
Architect and Designer Engagement: The digital strategy attracted architects and designers, showcasing Liya Sandalye as a collaborative partner in bringing their concepts to fruition.
Increased Web Traffic: The revamped website saw a significant increase in traffic, with a greater engagement from the targeted audience.
Market Expansion: Liya Sandalye successfully entered the architectural and wholesale market, expanding its customer base and revenue streams.
Conclusion
Liya Sandalye's transformation from a traditional furniture manufacturer to an innovative, collaborative brand demonstrates the power of a well-executed service design strategy. By carefully redefining its vision, brand identity, and digital presence, Liya Sandalye's not only retained its heritage but also opened new avenues for growth and engagement. The journey from a simple tree to a beautifully crafted chair became a metaphor for Liya Sandalye's commitment to excellence, sustainability, and the art of furniture making.