In summer 2014, MADE.com wanted to break down barriers between online and offline with a bold, irreverent new approach. To show the real-world appeal of its products. To spark conversations between customers and potential customers. To build a passionate community of design advocates eager to show off the spaces they’ve created and share their insights and ideas with like-minded souls. And to turn the furniture industry on its head once again by being the first ever furniture brand to use customers’ homes as its showrooms.
Creating an innovative ‘social showroom’ online platform, MADE.com wanted to ensure the name, tone and content reflected its creative and unconventional approach at every level.
Working closely with their talented in-house team, our first job was to think of a name for the new platform. We wanted to capture the sense of opening things up: the product in its new environment; breaking down boundaries between the online and real worlds; and the free flow of ideas and conversation, defying categorisation. So we suggested Unboxed. And they loved it.
We then create a tone of voice for Unboxed that reflected its different approach. MADE.com already had a strong verbal identity of its own, so the Unboxed tone needed to sit naturally within the overarching brand, while capturing the unique possibilities of this new platform. Suggesting site navigation copy, writing the welcome splash and all the content for the Unboxed site – from welcome emails to error messages – we made sure Unboxed’s personality rang true at every step of the user journey.
This project went down so well that MADE.com came back to us in 2017 to help with their next groundbreaking new project, the Talent Lab – a new crowdfunding platform for the best new design ideas to get MADE.
Of course, we were only too happy to help – and it’s exciting to see how this new venture has taken off.
How can we think differently about thinking differently?