brand refresh
BREIF
Refresh the Cherryman brand across digital touchpoints, including a redesigned website, updated product imagery, new specification sheets, and a suite of targeted dealer emails, to better communicate the brand's value proposition as the benchmark for commercial office furniture.
landing page
problem
Cherryman's existing digital presence undersold the quality and breadth of their product offering, making it difficult for dealers and design professionals to efficiently specify, quote, and champion the line against competitors in a crowded contract furniture market.
design intent
Modernize the brand experience with a cleaner, more intuitive website architecture that surfaced product specs, finish options, and pricing without requiring a login, while supporting dealer relationships through timely, well-designed email communications covering container buy programs, quick ship availability, Cyncly 2020 integration, and promotional SPIFFs.
insight
Dealers and commercial specifiers prioritize speed and clarity over aesthetics; when product information is hard to find, pricing is buried, or lead time details are unclear, they will simply move on to a competitor, making accessibility and transparency the most powerful tools in a B2B brand refresh.
out come
The refreshed Cherryman brand gave dealers a faster, more confident path from discovery to specification, strengthening the brand's position as a reliable, value-forward partner for commercial office environments.
email marketing
SOCIAL
