About the project: Our brand, Beautiful by Drew, launched with the kitchen appliances first. When we were ready to expand and launch furniture, we knew we'd have to be strategic about how we positioned this new product type to marketing partners and customers.

Questions we would have to answer: How does furniture ladder back to the overarching brand goal? Why should we choose Beautiful over other furniture brands?

Problem Statement:
Customers knew us for kitchen appliances, why should they trust us for furniture?