New Classic Case Study

Situation

New Classic, a major furniture manufacturer from Fontana, CA has been in business for many years, yet lacked a distinct brand image with a unique voice in the marketplace. In order to elevate the brand from a plain, simple furniture maker to an industry renowned home furnishings brand, New Classic asked MVC to develop a strong brand platform.

Solution

MVC began the rebranding initiative by evaluating the most important values that needed to be communicated. For New Classic, these values were rooted in their superior business model – proprietary manufacturing, high quality products and dedicated customer support. Using these competitive advantages an ad campaign was developed. The campaign also served to create a unified and cohesive brand image by repeating various elements.

The first phase of ads rightfully positioned the company in the amongst the largest in the industry using the keywords Capable, Reliable and Dedicated. For the second phase of the campaign, the concept was modified to incorporate additional emotional appeal. By using a bold, witty and attention-grabbing headings that focused on New Classic’s value driven figures, the series of ads moved New Classic’s brand image from just another B2B furniture manufacturer to a powerful home furnishings brand – a force to be reckoned with. MVC also developed the tagline “Discover a New World of Possibilities” to accompany the New Classic identity, which had also been visually refined.

After a unique brand and visual identity had been established, MVC developed the third phase of ads in a direction that New Classic has never pursued. Using powerful, beautiful imagery and the headline “It’s a brand new day”, the ads evoke the modern American family. Stylish, yet budget-conscious, the new American family needs the best of both these worlds – challenges that New Classic is ready to overcome today.

Results

Through three carefully crafted campaigns, New Classic successfully shifted its brand image away from a B2B furniture manufacturer. Today, it is not only a strong business (profits are expected to double from last year) but also a valuable and widely recognized home furnishings brand in America.