Building a brand, not just TRANSACTIONS
Problem
By 2018, Wayfair had built strong brand awareness in the U.S. (80%+), but there was a critical gap: while those who had shopped with Wayfair understood its unique value, those who hadn’t didn’t see it as differentiated from competitors.
The challenge wasn’t about name recognition—it was about familiarity and perception:
Existing customers saw Wayfair as a superior shopping experience with unmatched selection, convenience, and service.
Non-customers saw Wayfair as just another online furniture retailer, failing to recognize what set it apart.
The brand needed a stronger, more defined identity and messaging to turn awareness into deeper understanding and preference.
To continue its growth, Wayfair had to bridge the gap between awareness and familiarity, ensuring that potential customers knew not just the name, but what made Wayfair the best place to shop for home.
Solution
Wayfair evolved its brand positioning to focus on clearly articulating what makes the shopping experience better—reinforcing its differentiation while making the brand more emotionally engaging.
Refined Brand Messaging & Storytelling
Developed a crisper, more compelling brand narrative that showcased Wayfair’s ease, selection, and delightfully seamless experience.
Shifted messaging from just functional benefits (millions of items, fast shipping) to a more customer-first emotional appeal—helping people create homes that reflect who they are.
Ensured consistency across all channels, so every touchpoint reinforced Wayfair’s unique advantage.
Evolved Visual Identity & Creative Approach
Strengthened Wayfair’s brand identity to stand out more distinctly in a crowded category.
Expanded the visual storytelling approach—moving beyond product-driven ads to show how Wayfair fits into real people’s lives.
Introduced more dynamic, lifestyle-focused creative, making the brand feel warmer, more inviting, and more inspiring.
Campaigns That Drove Familiarity, Not Just Awareness
Launched targeted marketing efforts that educated new audiences, bringing the Wayfair experience to life in a way that was clear, engaging, and memorable.
Created a mix of brand and performance marketing that ran across channels (omni-channel), rather than channel by channel creating more message consistency.
