ASFD Looks to Rebrand

February 18, 2013  by in UnCategorized   

By Home Furnishings Business in Business Strategy on February 19, 2013

The American Society of Furniture Designers is introducing a communication campaign geared toward the industry on all levels in an effort to raise awareness of furniture design.

"The end game of our efforts is to stimulate consumer desire with a greater appreciation for our home environments," said Dudley Moore, Jr., independent furniture designer in High Point and president of ASFD. "By celebrating the intrinsic importance of the furniture designer, we bring public awareness to the purpose of good design."

The Daly Group, a Greensboro, N.C., company in home furnishings marketing and communications is handling the re-alignment of ASFD.

"We are very excited about the image the Daly Group has created with this new logo, said John Conrad, ASFD president-elect. "The new positioning statement 'touching lives by design' is perfectly in sync with our profession.  The ASFD board believes that the young designers coming into our industry will easily relate and embrace the renewed ASFD."

The association plans to roll out an updated Web site and advertising campaign in April.

Other communication tools and strategies will be revealed as the year progresses. The celebration of the year will peak with a gala presentation of the Pinnacle Awards in October.