Project Overview
Freedom is an iconic Australian brand famous for stylish furniture but not famous for homewares - a diverse range of products that has consistently struggled to find its audience.
In 2021, we helped launch Freedom lifewares. Elevating their homewares category and expanding the perception beyond just furniture.
As part of this launch, we developed a beautifully curated and crafted lookbook that was made available in Freedom stores across Australia and New Zealand.
Project Commissioner
Project Creator
Team
Project Team:
Matt Newell - CEO
Chris Scott - ECD
Laura Popa - Co-Client Services Director
Pat Desilva - Project Manager
Project Brief
The brief was simple. Let people know that Freedom has an incredibly cool and stylish range of homewares. Ultimately, creating enough desire that people would travel specifically to a store not on a high street, but in a homemaker centre, to purchase these.
Project Innovation/Need
We went hard on the fashion techniques in order to elevate the category and challenge the perception of Freedom.
We teamed up with legendary fashion photographer, George Antoni, and made the effort to shoot in stunning locations (rather than shooting in a studio like most furniture retailers).
Freedom’s Lifewares lookbook showcased an alchemy of products and styling, and enabled the telling of a new freedom story in a longform, enduring medium.
Design Challenge
The key design challenge was to create a printed product that was pointed and aspirational, but also needed to have mass appeal stylistically.
It also could not just be a beautiful book without any substance. This Lifewares book had to showcase a wide variety of products from different stylistic backgrounds, and make Aussie’s feel comfortable and confident in bringing these products into their own homes.
Effectiveness
The Freedom Lifewares book was the focal point of a new trajectory for the brand. A visually stunning combination of products and styling, the Lifewares book bolstered the telling of a new Freedom story. The result? A marked increase in Freedom’s style credentials and positive shift in customer brand perception.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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