Iedera

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IEDERA

BUSINESS CHALLENGE

Iedera (meaning Ivy) started by combining the passion for home decor and the confidence in the potential of a growing industry. As most local businesses have adopted functional positioning messages, supported by the variety of product portfolio or volume sold, the founders of Iedera came to us to find an answer to the question they considered essential for the future of their business

"How can we build a prosperous business, conveying on our passion for home decor to people, hopeing to make them feel authentic emotions in the spaces where they live?"

BUSINESS CHALLENGE

We found out about the typologies and profiles of home-decor consumers and their needs, about lifestyle marketing, about out of box solutions designed to give more attractiveness in the online environment. We worked with the two founders to clearly define the motivation (purpose) for which they invest money and passion in this business and how they manage to do things in business, without altering this motivation. We decided together which consumer profile is appropriate for Iedera and we discovered valuable strategic insights.

The consumer is the inspiration for business

We started the construction of the brand from the consumer profile for which Iedera can make a valuable promise: The woman in her golden age, driven by the desire to transform the space in which she lives into a place that expresses her individuality, in which can be herself, without conventions and without retouching.

Iedera tells your story

Inspired both by the consumer's desire to surround itself with its own stories, but also by the founders' vision of "inspiring the consumer to discover and express their uniqueness in the spaces where they live", we defined the brand's value promise: Iedera, give voice to your story. The Iedera consumer is looking for more than an idea for interior design, furniture or decorations. It seeks to tell its own story, in a space with a personal imprint.

Belonging and the sense of ownership, expressed in the logo

The key is a symbol that proves that a space belongs to you. Each interior design has a "key" through which the project is solved. This is the client's design dream. Iedera is the one who holds this unique key, which tells a very personal story.

The Iedera logo was designed for a versatile identity. Multiple alignment options ensure greater ease in future deployments. For special situations, when the dimensions allow, alternative variants have been created to help build the visual communication of the brand.

Inspiration to express uniqueness

The Iedera brand demonstrates the ability to connect to the personal universe of its customers and resonate with their challenges, aspirations, and needs. Iedera does not follow trends. It searches for the authentic in furniture and decorations, which tells a story that can naturally complement the consumer's personality.

Communication materials

The graphic flexibility supported by a grid that helps create the brand layouts. This grid adapts fluidly to any format and allows the structuring of the elements intuitively and elegantly. Everything is based on the rules of sacred geometry & golden ratio, and offers great freedom in design.

Social Media

The presence on social media is essential in the communication of the Iedera brand. This is where the photographic and verbal communication styles need to come together to make the brand come to life and inspire.

Online experience

Starting from the visual identity of the brand, we brought the originality specific to the Home Decor industry in the most important point of contact with the brand - the website. We focused on optimizing the mobile version, as over 70% of visitors navigate from the mobile phone, and we made sure that, regardless of the device used, the interaction with the brand is consistent. The structuring of information has been designed to integrate the inspiration part with the User Experience, to illustrate the defined communication style and to provide customers with a memorable online experience.