American Freight
Advertising
Brand Strategy & Development
Customer Experience Strategy/Design
Digital Marketing
Experiential Marketing
Integrated Creative Campaigns
Out of Home Advertising
Production
Qualitative & Quantitative Research
Social Media
Project Overview
American Freight, a multi store national furniture and appliance retailer, had a problem: their brand’s relationship with consumers was waning — and the complexity of furniture and appliance shopping was intimidating, overwhelming and dreaded. To address this customer experience, The Shipyard worked with American Freight on an entire experience overhaul — from a new, fresher brand and customer-centric advertising to in-store and online experience.
Details
The new brand identity system gave American Freight a strong, recognizable mark – easily signaling we were a home furniture and appliance store – and not a freight company. Our new brand also gave them the tools and personality to signal positive change to current consumers and provided a strong brand to introduce into new markets.
American Freight advertising transformed from a “yell and sell” style to one of humorous empathetic problem-solving, giving us a chance to develop limitless scenarios of customer situations we help them rapidly solve. We tell stories to connect with customers in real-life situations that they instantly relate to and laugh at. The absurdity of life is celebrated.
American Freight advertising transformed from a “yell and sell” style to one of humorous empathetic problem-solving, giving us a chance to develop limitless scenarios of customer situations we help them rapidly solve. We tell stories to connect with customers in real-life situations that they instantly relate to and laugh at. The absurdity of life is celebrated.
