Meet Nomique, a British designer and manufacturer of quality seating and furniture for the contract market and the creators of WORKSPHERE, a truly unique concept in workplace design. To launch and promote their new concept, they needed an intelligent, innovative partner who would work with them to truly understand their goals and come up with the ideas and tangible products that would stand out and get them noticed. They found that partner in Emerge.
Let’s go back a step – what did Nomique want to achieve?
In recent years the contract furniture market had seen significant growth in soft seating and breakout area furniture, but this had not been reflected in our sales. We wanted to find out why – and how we could improve our performance.
A solid plan – based on research
We worked on a thorough investigation into this product area to find out what the market really wanted. The result was Worksphere, a specially developed range of furniture featuring many new designs – a challenge in itself! But the bigger challenge was how to launch and inspire the rest of the world about the new concept…
Was there a particular deadline?
We were keen to launch the product at the prestigious Clerkenwell Design Week in May – which only gave us 12 weeks to get everything ready. This would be followed by a second weeks later – and the project is still ongoing.
What was the Emerge team like to work with?
They were great: lots of proactive ideas and very responsive as the project evolved. We had about four face-to-face meetings on site as well as having regular email and telephone communication.
And what were the things they came up with?
They developed the whole Worksphere brand: they then created a new website, complete with 3D movie and other promotional materials including the invitation and presentation pack for the launch event.
The invitation was a particular focus because it needed to be far more than a simple card in an envelope: it had to be attention grabbing and memorable. Emerge explained that they’d researched how people react to direct mail and found that if they receive a thicker package in the post, they are more inclined to open and keep it.
Building on this, their concept for the pack was a ‘swatch book’ design, like fabric samples, which tied in perfectly to Worksphere being a range of customisable furniture. It was also very familiar to our target audience, i.e. the types of people who will be reselling Worksphere – distributors and dealers of furniture.
Emerge was able to offer all of the elements including design, copywriting, launch video, web development – even bringing in a specialist 3D artist. View the website at: worksphere.nomique.com
What’s been the response to the promotion?
It was undoubtedly the best product launch we have ever had and we are very optimistic about future soft seating sales growth.
We’ve been really pleased with the level of response to Worksphere, there’s been a lot of interest and sales are beginning to come in. But it’s the next 6-12 months that will really be the proof of success.
What’s your lasting impression of Emerge?
Their ability to create an overall, cohesive plan – and carry it through.
The detail in the logo design was based on cutting out sections of the letters in the name Worksphere to create a unique logotype.
Who worked on this project:
From Nomique: John Ravenhall (MD), Nigel Barker (Sales Director), Trevor Bloxham (Design Manager) and Grace Grandon (Marketing & Interiors).
From Emerge: Matthew Kent (Web & Video Designer), Harbinder Ahir (Graphic Designer) and Dom Hollins (Artworker).
What the people at Nomique say:
‘Emerge listened carefully to our requirements and understood our objectives with the Worksphere brand and then came up with a really effective launch campaign. Their communication was always clear and they were very responsive to our needs.’