Collaborative Office Interiors (COI) is a Houston based commercial office furniture dealer that is opening it’s doors for the first time ever in March 2018. As soon as the new business was decided, COI approached Brand NV about helping with the correct development and execution of this new corporate branding.
What makes COI different? They offer extremely well-designed furniture from up and coming designers at great prices with a much shorter lead time than competitors.
COI is a new market disruptor, carving out a space in the “Contract Light” market, aimed at a generation that understands that expensive bulky office furniture doesn’t necessarily mean more revenue, but they still value having modern and functional furniture to help project an image of success and to provide their workforce with a nice work environment.
Leadership at COI also already has strong industry knowledge and connections, having already owned and successfully operated ROSI furniture which still runs today, completely separate from COI.
Brand NV developed COI’s Marketing Strategy and Creative Guidelines Playbook which details:
- Industry Landscape
- Competitive Review
- Target Audience Personas
- Issues, Strategies, Tactics and KPI’s for Each Target Audience
- Brand Expression
- Brand Values
- Mission Statement
- Vision Statement
- Brand Personality
- Market Position
- Unique Selling Proposition
- Positioning Grid
- Target Audience
- Brand Pyramid
- Color Palette
- The Psychology of Color
- Logo Usage
- Application of Graphic Styles
COI is completely empowered to stand out in the competitive Houston market and connect in a meaningful way with each of their target audience clusters.