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From Home Furnishing Business

Flexsteel Unveils Rebranding

Motion and upholstery supplier Flexsteel Inds. has completed a total rebranding effort through its partnership with a digital creative agency.

Almighty, the agency, has created a brand redo that includes a redesign of the Flexsteel logo and all branding hallmarks, as well as a new website. Each of the components have have been carefully crafted to connect customers with Flexsteel’s core values.

The revamped website offers a clean, modern browsing experience to help customers navigate the manufacturer's product portfolio on any device. Options to share products directly to social media inspiration outlets such as Pinterest and Houzz give users a new way to connect with their community, bringing 120 years of Flexsteel success to the social stratosphere.

"Repositioning a brand is a challenge at a company with as deep and as rich of a history as ours, but Almighty took the time to understand us, respect our values, and learn about the markets we serve," said Julie Bizzis, senior vice president of strategic growth at Flexsteel. "We needed all of our businesses to be united and represented consistently with one message that resonates with a wider demographic, be it through print, web or social platforms. Almighty's dedication to bringing our brand to life through a meticulously designed website and user experience lives up to their reputation for giving storied brands new life in the digital age."

The new website was introduced this summer. The balance of the rebranding will take place during the Fall High Point Market and other shows for the company’s other lines.

"Authentic human insights are at the heart of everything we do, whether we are reconnecting a long-established brand with its audience, or helping a new one to flourish," said Pete Strutt, vice president of creative for Almighty. "It's not easy for a 120-year-old brand to contemplate a reinvention, but the leadership team at Flexsteel makes it their mission to exceed expectations. We provided three directions that represented various aspects of what makes Flexsteel special—a strong heritage, timeless elegance, and vibrant, effortless style. Flexsteel then selected the direction that best reflected their aspirations, commitment and support to modernizing and extending their infrastructure. We worked together each step of the way to make that vision a reality."

Prior to the site redesign, Flexsteel had to navigate three separate CMS systems to update site information. With the new consolidated platform, product and corporate information updates are faster, easier and more consistent. Combined with the new user experience that tends to the needs of the individual in front of the screen while preserving the respected Flexsteel name, the design has made Flexsteel a true branded house rather than a house of brands.

"Almighty addressed the many small details that come with a company-wide rebrand and offered an incredible amount of eye-to-eye collaboration," Bizzis said. "They were thoughtful in their approach to the website, took great care in consistency, and reinforced it with creative content. Their approach to this project fostered high levels of mutual trust and a partnership that far exceeded the typical agency/client relationship."


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