Friant Workspace Director of Marketing · Creative Director | 3 years
A 20-year-old brand with a used-furniture reputation — and ambitions to reach $500M.
Friant made solid product. But the brand said cubicles and closeouts. Fixing that meant more than a rebrand — it meant rebuilding how the company operated, developed product, and went to market.
THE SITUATION
Damaged brand perception, no unified product story, siloed global teams
WHAT WAS AT STAKE
Dealer network of 200+, DTC expansion, path to $500M in annual revenue
MY ROLE
Full brand, product development strategy, digital transformation, global team alignment
The Problem
Friant needed major reputation correction. The product had improved, but nobody believed it yet. The brand was visually inconsistent, the messaging was fragmented, and the global teams weren't working from the same playbook.
They needed new product lines developed from scratch, a brand story that positioned them as a total solutions provider — not a discount option — and the infrastructure to deliver that message across a 200-dealer network and a new direct-to-consumer channel.
The Approach
I came in to lead brand redefinition and product development simultaneously. The creative platform — "All styles welcome" — gave the brand an inclusive, design-forward identity that could stretch across product lines and price points.
Then I built the systems: processes for product development and scale, alignment across global teams, and a full digital transformation that included AR tools, design selection software, an online store, and a rebuilt digital presence for the entire dealer network. Three years in, Friant had the brand, the tools, and the story to operate at scale.
What I Built
Brand Redefinition
"All styles welcome" — new identity, voice, and visual system across all lines
Product Line Development
New lines developed from brief to launch with scalable production processes
Digital Transformation
AR tools, CRMs, design selectors, online store, dealer network digital infrastructure
Global Team Alignment
Unified international teams around shared creative direction and GTM strategy
The Outcome
Three years later, Friant could stand on its own — a reputable, inspirational brand with the tools, story, and infrastructure to pursue $500M in annual sales. The foundation was built to last.
Work
COMPLETE BRAND SYSTEMS
ECOMMERCE
NATIONAL MEDIA CAMPAIGNS
PRODCUT DEVELOPMENT
CREATIVE LEADERSHIP
STORYTELLING
QC AND TESTING
