From the beginning, Burton-Ching needed a brand strong enough to support ultra-luxury pricing. We created a brand identity from scratch, built on real company and product strengths, as well as a distinctive personality.

We began with overviews of the fine furnishings and interior design industries, the market for high-end designer furniture, and the competition. Then we proposed a framework for brand identity. Our Communication Strategy Worksheet provided a broad outline for branding decisions that Burton-Ching has made ever since.

In this category, no success would be possible without flawless creative execution. Our efforts for Burton-Ching began in 1997, before the Internet was a major factor. So we focused our efforts on a brochure and a striking ad campaign. Since Burton-Ching was a start-up with a limited budget, we were able to economize by repurposing the world-class brochure photography for ads, direct mail, posters and the Internet.

Burton-Ching was a design industry pioneer in Internet cataloging. The site we built in 1998 was so simple and elegant, that the basic design and its usefulness has held up through 2005, when it is scheduled for a major redesign.

In a category rife with weak branding, a strong brand can emerge quickly. Burton-Ching quickly grew its distribution from one showroom to 15 nationally, which was the primary goal of initial marketing efforts. It has become a first choice for designers across the US. Next: Burton-Ching plans to introduce its brand across Europe and Asia.

John Carney, Burton-Ching, Ltd. General Manager: “What they did for us was significant. We knew we had a good product, but they made us realize how special our story was. They created real value that has given us years of high return on the initial investment. They legitimized us, instantly, in a very fickle industry.”