Frank Hudson Ltd is a family owned business based in High Wycombe that designs and produces beds and bedroom furniture. In January 2009, Frank Hudson Ltd briefed Insight with Passion to assist with the rejuvenation of the brand. At that point, Frank Hudson was lost in the mid to upper market. With the furniture industry based on price and being hit hard by the recession, forcing prices down further, Frank Hudson needed separation from the rest of the market. They had two choices; unbranded and aim at the lower end of the market where there is a war on price, or create a premium brand.
Recognising the opportunity
Insight with Passion’s research into the company discovered a rich heritage that was not previously discussed – it was seen as “dated”. Each product design was well thought through and had an interesting story that needed to be told.
IWP saw potential for Frank Hudson; they were a hidden diamond that just needed a little polishing to help them stand out from the crowd. We recognized the beauty of FH’s furniture – it just needed representing in the right way. After intense research into the market, IWP were able to hone in on the perfect identity for Frank Hudson, a combination of their rich history and consumer-friendly products to put FH on the map.
The Insight with Passion effect
Our wealth of knowledge in brand development helped Frank Hudson undertake a complete overhaul of their Brand Identity, marketing approach and client communication. Instead of leaving the rich heritage behind, it was implemented to create a new character for the brand. The fresh look was unveiled at Interiors 2010, with the use of IWP’s visual merchandising; staging, website design and photography shoot input. Frank Hudson delivered a turnover increase of 40% and secured 3 new key multiple accounts. Frank Hudson hasn’t had a sleepless night since.