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1. DesignersHouse.com
Brand &
Messaging
Evolution

2. DesignersHouse
Brings Ideas,
Designers, and
People Together OR Straight forward:
DesignersHouse is a platform for Designers to connect yada yada

3. DesignersHouse prides itself on introducing its
clients to an elite set of designers and interior decorators.
Through this partnership, the client not only gains access
to exclusive products, but also a community where ideas
are shared and individual styles are created.
Customer Takeaway: Customers can peruse imagery of beautiful
interiors and effortlessly select whichever product inspires them in order to recreate the
style in their own home. In this way, the customer gains knowledge about design while
also discovering the story behind the pieces that truly speak to his or her sensibility.

4. Core
Brand
Values

5. OUR
PURPOSE
DesignersHouse is the place for anyone
looking for a style of their own. Our platform
was designed from the ground up to provide
consumers a new way to shop for home
furnishings. At its core is a firm
understanding of what a client needs and
desires -- whether they knew they wanted it
or not. Unlike traditional online retailers, our
filter of exclusive products, designer driven
shopping and a digestible product story
provide our clients with unique pieces best
suited to their personal taste.

6. OUR
POSITIONING
We allow designers & boutiques to
showcase their products on a level playing
field, giving customers exclusive access in
one convenient place to a diverse catalogue
curated by designers and user preferences.

7. OUR
PROMISE
We are both Practical and Emotional.
You'll always find great taste and one-of-
a-kind pieces that you won't find in your
neighbor's house while discovering
design you didn’t know you loved.

8. OUR
TONE
DesignersHouse is creative, vibrant,
confident, and ahead of trends, but also
welcoming and accessible to anyone.
We create a visual representation of your
own personal style, editable through our
filter of design and community

9. OUR
CUSTOMER
Our primary customer is affluent but
not super wealthy: 25 - 55 and primarily
female.
She is creative and likes to curate her
own home--It’s an extension of her. Her
home is a destination.
No matter how chaotic their
surrounding are, they look to their
home as their controlled sanctuary.
He is active, social, enjoys entertaining
as well as venturing out to take in the
latest and greatest events happening in
his city.

10. OUR
PERSONALITY
Surprising: DesignersHouse is full of finds. Welcoming: DesignersHouse is for everyone.
No matter how often you visit the website, there's While offering the most refined tastes, it meets client at
always something to discover. whatever level their design knowledge or desire may
land
Ever-growing: The DesignersHouse
experience is never static and always exclusive. We
Entertaining: It's always fun logging on
constantly add new designers, styles and ensure NewCo.com. We're creating a community with other
each visit is unique. fellow customers! We encourage you to join us in our
social media outlets.
Inspired: DesignersHouse is all about
Statement pieces. We help the customer find the
Social: DesignersHouse is filled with information,
one piece that truly represents them, and then build encouraging you to learn more in-depth about these
an identity from there. exclusive pieces. We're the ones you turn to for advice
on all things interior design.
Optimistic: We we live to help our customers
achieve their creative vision.

11. OUR
VOICE
First and foremost, we highlight our designers.
Our voice is filtered through their designs and the fact that we have selected them
We emphasize that users can personalize their experience on our site interactively to create a visual representation of their style.
We always want to make our customer feel like they are getting the best information in this category similar to a Zagat, giving them the confidence to
make informed purchases and owning the bragging rights reserved for enthusiasts in the category.
At the same time, we make them feel that there in familiar territory as it relates to their shopping experiences on other high end online retailers - we
are secure, efficient and they want to tell their friends to shop with us.
Our voice balances minimal informational editorial with the sense that our products speak for themselves through beautifully shot pictures with clean
lines in a uniform fashion.
We speak to the customer in a crisp and succinct voice - well informed, confident and respectful of the customer as being a part of the informed
furniture movement.

12. The Messaging
CONFIDENT CURRENT EASILY ACCESSIBLE
- MAKE PURCHASE DECISIONS NON THREATENING AND - ESTABLISH A STRONG POINT OF VIEW AND MAKE THE
EFFORTLESS CUSTOMER A PART OF THE INFORMED ELITE
- REPRESENT HIGH QUALITY WITHOUT PRETENSION
- CUSTOMERS SHOULD OWN BRAGGING RIGHTS WITH
EVERY PURCHASE
- PROVIDE EXCLUSIVE ACCESS TO GLOBAL DESIGN
STORIES - BE YOUR CUSTOMERS DESIGN AUTHORITY
- OUR PRODUCTS SPEAK FOR THEMSELVES, SHOT IN
BEAUTIFUL UNIFORM SETTINGS WITH CLEAN LINES - FEATURE PRODUCTS AT REDUCED PRICES EACH WEEK
BRINGING CUSTOMERS BACK
- IF A DESIGNER IS A PART OF THIS WORLD, IT’S ASSUMED
THEY ARE OF A CERTAIN STANDARD - PROVIDE THE SHOPPER THAT KNOWS QUALITY AND IS USED TO
MAKING HIGH END PURCHASE DECISIONS ACROSS THEIR LIFE
WITH AN EXPERIENCE THAT THEY EXPECT
- INFORM CUSTOMERS ABOUT EACH PRODUCT IN A
SUCCINCT FASHION, DISTILLING THE KEY ATTRIBUTES OF
EACH UNIQUE PIECE

13. Additional Names and Taglines
EmptyNest
We bring good rooms to life
RoostBoost
Helping world class designers help you
HabitArt
NestFest Make the most of your space
KeyPad Space out
RoomBloom make the most of your home
Ritzee There's a better space waiting for you
GladPad
SprucedRoost

14. LIFESTYLE
This is for the customer that wants to
feel like they are in the know.
By engaging them in trend based
editorial, snippets of high design and
coverage of notable sample homes the
site will incentivize them to be a part of
this perceived elite and encourage
repeat visits to the site both to purchase
and as a source of design knowledge.
This is for the customer that reads
Vanity Fair, buys clothes on Park and
Bond, associates name brands with
quality and needs detailed bragging
rights around each purchase

15. Decorous
Room to dream
SANCTUART
Find your space.

16. LIFESTYLE - Execution Mood

17. Additional Names and Taglines
Our world, your space
Bazaart LinesAndDesigns The finer things in home
FinerLines Fill your space with perfection
ModernMakes Welcoming home
HomeGallery Every home has its place
Modernmakes Pieces that make the room
Decorlux(e) Welcome home
YourBetterCasa A way to stay
Furnique The things that make you
HouseCollective Better stuff. Better you.
RoomGroom Clubhouse Rooms that dreams are made of

18. UTILITARIAN
This voice states that we represent an
elite roster of designers and their
products speak for themselves. The
site has minimal editorial save for core
product and designer information -- no
trend stories.
Give customers an instant sense that
they are in the right place through
beautifully shot pictures taken in a
uniform fashion with clean lines.
This is for the customer that knows
what they want regardless of what they
are purchasing

20. UTILITARIAN - Execution Mood

21. Additional Names and Taglines
Tagline:Your sensibilities, our
designers, their product
speak about “platform”
Your design, our designers