Case Study: Rebuilding Brand post showroom closures -Brand Overhaul in less than 6 months

Introduction

In an ambitious effort to modernize its brand and elevate the customer experience, 3day.com underwent a massive overhaul encompassing its visual identity, customer touchpoints, and digital presence. The transformation included a complete redesign of the company’s e-commerce site, a revamped customer experience strategy, and a focus on innovative content creation to reinforce brand authority.

The results were staggering: a 1200% increase in lead generation and appointment scheduling alongside $223 million in sales. This case study examines the strategic initiatives behind the success and their impact.

Project Scope

The comprehensive rebranding initiative for 3day.com involved several interconnected components, all contributing to a cohesive and elevated brand presence.

  1. E-Commerce Redesign:

    • Complete overhaul of the website’s design, functionality, and user experience.

    • Streamlined navigation, intuitive appointment scheduling, and optimized lead-generation forms.

  2. Content Production and Art Direction:

    • Managing and producing photoshoots with an annual budget exceeding $3 million.

    • Curating visually compelling and brand-aligned imagery to enhance marketing materials.

  3. Graphic Design Leadership:

    • Overseeing all graphic design projects, including the creation of:

      • Sample books.

      • Advertising campaigns.

      • Marketing collateral.

      • Packaging designs.

      • Logos and digital marketing assets.

  4. Customer Experience Overhaul:

    • Introducing a modernized customer journey aligned with digital best practices.

    • Enhancing online interactions to complement in-store services.

Key Results

The rebranding and e-commerce transformation delivered measurable outcomes, setting new benchmarks for success.

Lead Generation and Sales Growth:

  • 1200% increase in lead generation and appointment scheduling.

  • Over $223 million in sales, attributed to enhanced online and offline customer experiences.

E-Commerce Impact:

  • The revamped website drove substantial improvements in user engagement and conversion rates.

Content Excellence:

  • Art-directed and produced high-quality photoshoots with an annual budget of $4 million, ensuring premium visual content that reinforced the brand’s new identity.

Consistent Brand Messaging:

  • Successfully integrated redesigned visual elements across multiple platforms, creating a seamless and compelling brand experience.

Strategic Insights and Takeaways

  1. Holistic Brand Transformation:
    By addressing every aspect of the customer journey—from first impressions to purchase—3day.com redefined its market presence, demonstrating the importance of a unified approach to branding and design.

  2. Investment in E-Commerce:
    The investment in website redesign and optimization was a game-changer, as it served as the foundation for increased customer engagement and sales growth.

  3. Content-Driven Marketing:
    Allocating a significant budget to high-quality content production ensured that all marketing and branding efforts were visually striking and aligned with the company's elevated positioning.

  4. Operational Excellence:
    Managing multiple design projects while maintaining consistency required meticulous oversight and a strong vision for the brand’s identity.

Conclusion

The $9 million brand overhaul of 3day.com was a transformative effort that reshaped the company’s identity, customer experience, and digital presence. Through strategic investments in e-commerce redesign, content production, and graphic design, the company achieved remarkable results, including a 1200% increase in lead generation, over $223 million in sales, and a reinvigorated market position.

This case study underscores the power of cohesive branding, meticulous execution, and a customer-centric approach in driving extraordinary business outcomes.

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