THE CHALLENGE

Heritage Home Group is a world leader in designing, manufacturing, sourcing and retailing home furnishings. Heritage Home Group was looking to relaunch its ten unique furniture brands under one name at the furniture industry’s biggest event.

THE SITUATION

Heritage Home Group markets its products through a wide range of channels, including its Thomasville retail stores and through interior designers, multi-line/independent retailers and mass merchant stores. Its portfolio includes some of the best known and most respected brands in the furniture industry.

Heritage Home Group was bringing together ten unique furniture brands under one name for the first time at the largest furnishings industry trade show in the world: High Point Market Week. With 75,000 attendees from over 100 countries and 11.5 million square feet of exhibit space, the challenge was to drive foot traffic to Heritage Home Group’s Welcome Center and ten showrooms, enhance awareness of the unified brand, and generate as many leads as possible.

THE RESULTS

Inventive created a strong new look for the brand that translated into clear, modern, and eye-catching visuals that captured the attention of passersby on the sides of the building, inside elevators, and in other prominent places around the event venue - including the company’s Welcome Center and different showroom locations. Inventive also created a video for the Welcome Center that highlighted Heritage Home Group’s core values and cultivated a sense of affinity for its people and products.

By powerfully positioning Heritage Home Group as a market leader in this way, event attendees could immediately see the value and appeal of the company’s furniture as they walked around the show, making the company’s Welcome Center and ten showrooms a “must visit.” By visually grouping the ten different brands - from value consumer to high-end designer - Heritage Home Group also sent a strong message about the company as a whole to its wholesale customers, incentivizing future purchases and cultivating brand loyalty.