Boulder Furniture Arts
Background
Boulder Furniture Arts (BFA) is a Boulder-based family-owned business founded in 1985. They make Made-to-Order furniture, but what distinguishes BFA is their fully custom furniture, lifetime repairs, and sustainable practices. Boulder Furniture Arts is a luxury company that relies on a customer willing to invest time and money in hand-built heirloom furniture.
Year
2022/23
Deliverables
Identity Refresh, Web Design, Signage, Photography, Videography, Social Media Management
The Challenge
While searching for a job in Boulder, I walked past BFA. I grew up in a family that did woodworking, and I have a soft spot for well-constructed objects. After looking at their website and social media, I noticed that BFA seldom paid for media, web design, copywriting, or advertising. They were making undeniably gorgeous pieces, but the documentation didn't highlight the beauty of their work. The website was a struggle to navigate and was verbose and bit flowery. However, BFA has a nearly perfect rating on every website that offered online reviews. The challenge was bringing the branding, copy, and media up to the high quality of the service itself.
The Solution
For months, I set myself on revamping the Boulder Furniture Arts website and establishing a new brand kit (we landed on Black and White Helvetica with occasional Slate Gray and Off-White Accents). I photographed nearly every piece of furniture that left for delivery or sat in the showroom. I acted as a webmaster, copywriter, photographer, videographer, brand designer, and delivery guy.
When I left BFA, they had new brand conventions, a new website (still in use and updated by the owners now), and hundreds of new photographs and videos. We achieved 323% growth on social media (by follower count) without bosting a single post. By showing folks what BFA was doing behind the scenes, I positively impacted the short-term profits and the brand's long-term stability.
