Overview
Turnerboone is a commercial furniture dealership serving clients in the Atlanta metro, southeast, and beyond. The company was founded by two women, Laura Boone and Ellen Turner, in an 850 SF condo and has grown into one of the most profitable dealerships in the southeast. When I came to turnerboone the brand was unclear and ineffective. The brand story was strong but poorly executed. We needed to improve brand clarity and build a strategic foundation to grow.
Updates included:
Logo – The spacing in the logo made it hard to read and very wide. In turn, the logo became indistinguishable in smaller formats.
Color Palette – The color palette was not consistently applied across platforms. The primary color was teal which matched a competitor and did not convey the elegance and direction of the brand.
Digital and Print Applications – Online and offline branding did not align.
Messaging – The value proposition was unclear. The tone and language needed to be more relatable and specific to the audience, in addition to being more authentic to the turnerboone values and mission.
Logo Update
New Color Palette
Primary Colors
Black and white were selected as the primary brand colors to build equity and recognition for the brand. They represent the opposite but complementary roles and personalities of the two owners. They bring boldness, clarity and simplicity to the brand logo and messaging.
Secondary Colors
These more expressive colors extend the palette to honor the legacy teal brand color, reflect the elegance and warmth of the brand, and create punctuated accents to environments. 
Messaging
Brand Attributes
Authentic
We build trust and relationships through honesty, transparency, and consistency.
We build trust and relationships through honesty, transparency, and consistency.
Collaborative
Working together with a shared purpose toward shared goals.
Working together with a shared purpose toward shared goals.
Caring
Friendly, familiar, and empathetic toward the needs of the clients we serve.
Friendly, familiar, and empathetic toward the needs of the clients we serve.
Integrity
We do the right thing, all the time.
We do the right thing, all the time.
Dynamic
Adapting and evolving to change and progress.
Adapting and evolving to change and progress.
Passionate
We are here for one purpose: to deliver customer experiences that are EXTRA-ordinary in every way.
Accountable
We are owners of our actions and decisions.
We are owners of our actions and decisions.
Accessible
We communicate with empathy, clarity, accuracy, timeliness, and openness.
We communicate with empathy, clarity, accuracy, timeliness, and openness.
Audience Development Overview
Sample
Personas
Personas
These personas were developed as generalized representations of ideal customers to help us understand their attributes. From the research, we identified key individuals who affect the business and created personas to make it easier to learn what’s important to them. This process helps to deliver the right message that will resonate powerfully with the unique goals of each of our customers.
Interior Designers
Goals
• Sharing project insight (not just furniture)
• Delivering beautiful, functional spaces
• Trusted client advisor and thought leader on work space
• Sharing project insight (not just furniture)
• Delivering beautiful, functional spaces
• Trusted client advisor and thought leader on work space
Partnership Opportunities
• Empower designers with tools that bring their vision to life, enabling clients to visualize the final product
• Design firms rely on furniture dealers and manufacturers for specifications and drawings
• Provide consistency in service
• Empower designers with tools that bring their vision to life, enabling clients to visualize the final product
• Design firms rely on furniture dealers and manufacturers for specifications and drawings
• Provide consistency in service
Communication Platforms
• Website
• Instagram
• LinkedIn
• Facebook
• Website
C-Suite
Goals
• Deliver the numbers, revenue, and ROI
• Fulfill company mission
• Drive innovation
• Engage and retain people
• Deliver the numbers, revenue, and ROI
• Fulfill company mission
• Drive innovation
• Engage and retain people
Partnership Opportunities
• Provide content in the form of Blog Posts, Infographics, and White Papers
• Business Drivers: 77% Employee Engagement, 77% Workplace Culture, 65% Attracting and Retaining Top Talent, 60% Productivity, 59% Innovation
• Provide content in the form of Blog Posts, Infographics, and White Papers
• Business Drivers: 77% Employee Engagement, 77% Workplace Culture, 65% Attracting and Retaining Top Talent, 60% Productivity, 59% Innovation
Communication Platforms
• LinkedIn
• Facebook
Project Manager
Goals
• Coordinate and direct all resources
• Advocate for the owner and foster relationships among stakeholders
• Create quality work efficiently and within scope
• Minimize risks by correctly estimating/managing cost and scope changes
• Coordinate and direct all resources
• Advocate for the owner and foster relationships among stakeholders
• Create quality work efficiently and within scope
• Minimize risks by correctly estimating/managing cost and scope changes
Partnership Opportunities
• Provide communication tools that ensure on-time completion—under budget and within scope
• Business Drivers: Design the development process, Assemble project team, Supervise budget/ schedule, Oversee bidding process, Mitigate risks, Monitor construction, Direct project close-out and occupancy, Manage relocation services
• Provide visibility to all aspects of the project to enable timeline management, deliverables, and costs
• Provide communication tools that ensure on-time completion—under budget and within scope
• Business Drivers: Design the development process, Assemble project team, Supervise budget/ schedule, Oversee bidding process, Mitigate risks, Monitor construction, Direct project close-out and occupancy, Manage relocation services
• Provide visibility to all aspects of the project to enable timeline management, deliverables, and costs
Communication Platforms
• LinkedIn
• Facebook
Real Estate Leader
Goals
• Effective use of real estate
• Influence the business strategy
• Gain respect within the organization
• Effective use of real estate
• Influence the business strategy
• Gain respect within the organization
Partnership Opportunities
• Independently formed, exclusive professional peer groups provide them with valuable advice and best practices information
• Business Drivers: Aligning space with corporate priorities, Workplace culture, Attracting/retaining high-quality people, Employee productivity, Employee engagement, RE costs vs. revenue, Consistency of brand across RE
• It’s not just about space efficiency—it’s about space effectiveness
• Independently formed, exclusive professional peer groups provide them with valuable advice and best practices information
• Business Drivers: Aligning space with corporate priorities, Workplace culture, Attracting/retaining high-quality people, Employee productivity, Employee engagement, RE costs vs. revenue, Consistency of brand across RE
• It’s not just about space efficiency—it’s about space effectiveness
Communication Platforms
• LinkedIn
• Twitter
• Facebook
Customer Journey Mapping
