STEVE RACCAGNI
La-Z-Boy
Client: La-Z-Boy
Brand Alignment
The Challenge: La-Z-Boy had completely redefined their brand, broadening and updating the style of their products and creating a visually exciting, sophisticated in-store experience (above, left). Their vibrant, lifestyle-focused broadcast creative matched this new look, with bold splashes of rich color, dynamic camera angles and a focus on the sensory interaction of the consumer with their products (above, right). Sadly, their existing print advertising remained shackled to a dated, price-driven approach that diminished the perceived value of both the product and the brand (below).
The Solution: After discussing this disconnect with the client in my role as the design lead for Advo, I directed a redesign of their print media. I wanted to create a set of elements and themes which could connect all their print ads without making them all look the same. The main criteria upon which we settled were:
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Repetition of the oval form from the logo as a design feature.
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Rich, bold colors, modern patterns and sharp, dynamic angles.
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Sell the experience first and the furniture second. All images should convey comfort, excitement, and beauty.
We developed a series of direct mail products to demonstrate how these elements could be used to create a unified media experience. These included a large fold out poster (Figure E) to re-introduce local markets to the brand and a peel-up postcard (Figure D) to leverage the expertise of La-Z-Boy’s free design consultation center.
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The Result: After testing the poster in the Las Vegas market, La-Z-Boy was so pleased with the new look, they not only increased their direct mail buy with Advo, but set up a consultancy-based service where their lead agency would send all future print through our department to be, as they called it, “Advo-ized,” since they were unable to provide the level of quality La-Z-Boy had received from our team.
