Woodard, a longtime leader in the casual furniture category, benefited from promotion by their network of local retailers, but suffered a lack of name recognition among consumers. Their award-winning designs, as well as their market share, became vulnerable to lower-quality imitators. Distinguishing the brand, and building value in it, was critical.

• Create a distinctive, sophisticated brand image for Woodard, consistent with its heritage of quality and durability
• Integrate point-of-sale materials with media messages to enhance branding
• Promote retail success with the brand