As an advertising agency, Primm cut its teeth on retail furniture when it represented the largest furniture retailer in Virginia, Haynes Furniture, for eight years.  During much of that time, Haynes realized a ten percent increase in sales, month over month.  We created monthly sales events for an aggressive, on-going television campaign, and produced the graphic tie-ins for Haynes’ in-house newspaper advertising department.

More recently, The Shops of Carolina Furniture presented a very different set of circumstances.  It serves a more targeted clientele, and is housed in seven shops on one campus.  Each shop has a different identity, and features specific types of home furnishings. 

Primm’s first task was to create a corporate logo design incorporating all entities while still presenting the overall name and a cohesive, consistent brand image.  With a central typographic element identifying “The Shops of Carolina Furniture at Williamsburg” as the dominant centerpiece, we arranged the individual shops’ logos around it to form an all-inclusive design that works as a whole, or can be utilized as separate elements, depending on the given situation.

Through a continuing series of print advertisements, TV commercials, direct mail, web banners, and in-store displays, Primm has created an effective marketing identity and message that promotes the entire Shops’ entity, while still being effective in promoting individual shops, and maintaining the brand image throughout.  The program continues to fulfill its mission, maintaining and generating traffic for Shops’ in-store and on-line business.

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