Recognizing a gap between product quality and market presence, this work repositioned Lincolnshire Furniture to gain visibility among high-end interior designers. The effort focused on refining the brand, product line, and messaging to establish a stronger, more polished market presence.
We started by identifying what our ideal clients—high-end residential designers—valued most: uncompromising quality, a brand they could confidently present to their clients, and clear expectations around customization and delivery.
While the craftsmanship was exceptional, the product line felt dated and disconnected from design trends, and the brand lacked the cohesion and polish expected in the high-end market. These insights, paired with competitive research, revealed a clear opportunity to strengthen both profitability and brand positioning.
Lincolnshire Furniture built its reputation on quality craftsmanship, but its brand and digital presence didn’t clearly communicate its value or make it easy for designers to engage. We set out to reposition it as a high-end partner for residential designers, backed by a sharper identity, a focused product line, and improved communication and end-to-end customer experience.
This also created space to optimize a new product line for manufacturability and market fit. We refined offerings, tightened branding, and showcased a clear understanding of design trends, giving designers confidence in Lincolnshire’s ability to deliver relevant product.
We redesigned the website and restructured its information architecture to create a cleaner, more intuitive experience. Custom capabilities were brought to the forefront, and messaging was refined across digital and sales materials to present a more consistent and elevated brand presence.
Customization became a key strategic lever to open doors with new clients, so we brought it to the forefront of our market strategy, positioning Lincolnshire as a white-glove partner with clear communication and sales-ready assets. I built a 3D rendering pipeline that gave designers compelling visuals to pitch custom pieces with confidence. It not only differentiated us in the market, but also became a powerful sales tool, turning interest into orders more quickly and consistently.
Doubled revenue year-over-year for three consecutive years. The brand attracted three major design accounts, which now account for 80% of the business. Operational investments followed, reducing production time and unlocking new design capabilities.
