Through catalogs, showroom-like stores and a digital retail platform, as well as ancillary businesses to the trade and contract, Design Within Reach (DWR) is a single source for the best in modern design. Prior to our engagement, leadership had clarified brand positioning. However, positioning without implementation is like a house with no furniture, and the in-house team had too many ongoing deadlines on their plates to rethink needs from a new point of view. This is where we found our home: in a year-long collaboration which activated storytelling across all sales channels, amplified product launches and branded the customer experience.