Simplifying the Shopping Experience

Freshening the brand for expansion into a new market and providing a more compelling proposition and brand story for Morris Home was just the beginning. Informed by consumer insight we reduced the complexity of furniture shopping to differentiate Morris from their competitors.

Bringing it to life through a new store layout and design gave shoppers the opportunity to envision their family in each inspiring lifestyle room complete with accessories, accent rugs and lighting.

The new design was executed in a both a ground-up prototype store and the renovation of an old Sports Authority location. Critical image elements were identified to enable the design to be rolled out to the rest of the chain as part of an ongoing remodel program.

Services Provided

  • Brand Strategy
  • Shopper Insights
  • Experience Journey Mapping
  • Store Planning & Design
  • Graphic Communications
  • Brand Guidelines
  • Design Documentation
  • Vendor Coordination

Along with a new identity, an entire visual system was created, including advertising, fleet graphics and in-store communications. Brand guidelines provide the entire organization with the tools they need to rollout and maintain both visual and verbal brand consistency.