In the fall of 2018, I was tasked with putting together a printed lookbook for Bob’s Discount Furniture - the first ever direct mail piece in the company’s 28 year history.
If you grew up in the New England region, you might know that style - and styling tips - were not the first things you thought about when thinking of Bob’s. Traditionally they’ve shown the furniture and the furniture alone, often on a white background, to emphasize the features of the product and value proposition. While these are still important aspects of the marketing message overall, things look much different now.
With several members of our in-house design department acting as set designers and stylists, we’ve been creating an extensive library of lifestyle imagery that features the product in an entirely different light. These images were used across email campaigns, digital ads, and social channels, but weren’t being utilized in print or in-store. We felt the best way to showcase our latest images, and our newest products, would be to compile them into a lookbook that would allow our customers to browse these curated looks and perhaps get some new ideas for how to bring their Bob’s Discount Furniture pieces to the next level.
Working closely with the Chief Marketing Officer and our merchandising department, I spearheaded the concepting, layout, art direction, design, copywriting, and printing of this 16 page lookbook. In December of 2018 this was mailed to 25,000 homes and 20 copies were sent to each of our (at the time) 118 stores across the country. I also created a digital version to allow customers to flip through and shop each of the featured products via hotspots.
This first lookbook was an exciting way to have our lifestyle images come to life, and allowed our customers to see us in a different light - the launch was so successful we began planning the next lookbook shortly after.