Case Study: California Closets
Creating a new brand voice to connect with younger customers
Services: Brand Language
The Challenge
In early 2020, California Closets, a leader in custom home organization and storage for more than 40 years, launched a high-profile collaboration with Martha Stewart: The Everyday System. The innovative modular storage system, which offers a selection of curated configurations as well as design-your-own capabilities, is geared toward a younger, more DIY consumer. To drive sales for this new sub-brand, California Closets needed to establish a fresh version of its brand voice – one that would resonate with the millennial shopper.
The Solution
California Closets brought me in to help develop this new brand voice for The Everyday System as part of the creation of its first print catalog focused solely on The Everyday System. Using occasionally clever and always simple language delivered in a friendly, accessible tone, we created a voice that felt appropriate for the well-established California Closets brand and relevant to the needs and expectations of a younger audience.
The Result
The direct-mail catalog was sent out to ~10,000 potential customers, and The Everyday System saw a lift in sales as a result.
With the catalog complete, we moved on to reimagining The Everyday System experience within the California Closets website, building out copy and content reflective of the new brand voice and audience needs. We also developed a style guide for the collaboration — detailing voice, key messages, do’s and don’ts, color palette and visual style — to inform further creative efforts to market The Everyday System and continue to drive sales.