BURROW (D2C)
COMPANY
Burrow is an online furniture company that makes it easy to customise, shop, and enjoy beautiful furniture. They offer a wide variety of affordable and convenient furniture with the modern city dweller in mind. The company's USP are their products modularity, easy assembly, "buy it and keep it forever" mentality and design ethos rooted in mid-century modern.
ROLE
Designer – Part of the creative team I contributed to the digital design, art direction as well as the customer interaction experience, social media creation and strategy. Participated in executive meetings contributing to the creative direction of the brand.
WEBSITE
MEDIUMS
Social Media, Packaging, Advertising/Pre-Roll, Print
CREATIVE DIRECTION
Part of the in-house creative group at Burrow – We strategised on how to market a new kind of furniture that speaks to the Millennial city dweller consumer.
Key characteristics:
1) Always on the move – avg. tenancy length 1.5 years
2) Aesthetically driven when making purchasing decisions
3) See themselves as unique and not blending with the masses
The result was the NEVER NORMAL campaign
The “Never Normal” campaign is meant to reset what people expect from a furniture company. Normal furniture is hard to move; Burrow is easy. A normal sofa doesn’t have a built-in charger; a Burrow sofa does. Each spot focuses on memorable characters in their own home interacting with the “never normal” features, and together they establish a bold, unmistakable aesthetic and narrative for the Burrow brand. At the core, though, is an unfailingly true idea: that normal furniture — furniture that doesn’t consider the millions of unique ways people behave behind closed doors — isn’t good enough, and so Burrow will never settle for normal.
introducing the NEVER NORMAL campaign
3 UNIQUE CUSTOM CHARACTERS
ROBOT – CATLADY – COUPLE
this allowed us to establish a connection with our target demographic and at the same time showcase the USP of the product range which were
a. Built-in USB charger
b. Modularity
c. Scratch resistance
The Robot
The CATLADY
The COUPLE
NEVER NORMAL STILLS + PRINT
The lifestyle photography around the launch of the new Nomad Collection opens a weird, wonderful, colourful world for the Burrow brand. Inspired by quirky, eclectic homes, we wanted to create something different among our furniture competitors. Off-kilter scenes meant to stand out in a sea of generic, aspirational spaces. This is especially important for a young brand in order to create a series of assets able to perform across a range of media. The goal as a brand is to stand out, to be “never normal” and to spark the imagination of the consumer.
SOCIAL MEDIA
Social Social media is essential to build and grow the voice of any brand, especially a young one. I call my creative approach for Burrow social media an “organized chaos”. We want to surprise people every day with something unique. New content is created daily to engage our audience across all the different social channels, posting once or twice a day.
