Figure3 Brand Revitalization, 2020

With 20+ years of business success, Figure3 is an award-winning, independent interior design firm influencing how we work, live, and shop. The renowned interior design firm has updated its brand identity to reflect who they are today and their continuing evolution – smart, bold and compelling changemakers in the stylish world of interior design

In conjunction with the introduction of their new brand identity, Estelle was sourced to provide copy for the newly rebranded website, as well as edit existing web copy to reflect the new bold tone.

Completed work included: 
- 10 case studies presenting prior client work
- 2020 holiday e-blast
- review + edit of copy throughout all web pages for consistent tone

The Figure3 website can be viewed here

Copy Sample:
As a leading designer and manufacturer of furnishings for high-functioning workspaces, it was essential that Inscape’s new location in downtown Toronto operate as a showroom, office, co-working space; as well as their North American training headquarters. This multi-purpose space would be the first impression for potential clients - making it crucial to be both functional and inspirational.

Figure3 transformed Inscape’s new space to a sales-generating showroom and office, suited for both staff and guests alike. While curated the space, Figure3 called to the brand’s unique qualities of authenticity, friendliness, and humbleness, while reflecting their Canadian roots.

The Figure3 team introduced biophilic design elements, and cultivated the journey with residential design touchpoints in mind - creating a comfortable environment, aiming to make staff and guests feel at home.


Copy Sample:
In light of the effect the pandemic has had on physical retail storefronts, many retailers are looking at permanent models that can accommodate social distancing and sanitization. Nike, a brand that has always been at the forefront of embracing an innovative mindset, has announced that it plans to open between 150 - 200 small-format, digitally enabled stores over the next few years.

The first iteration of the digitally-driven concept store, Nike by Melrose, is fueled using the data from consumers, to inform a curated two-week merchandise rotation, directed by favourites of customers in the area to create an exclusive and targeted shopping and fitness experience. 

The digital capabilities of the pop-up inspired concept has allowed Nike to be at the forefront of going touchless in a retail storefront - by effectively removing many pain points and angling towards a frictionless shopping journey. 

The concept store features the ability to scan a barcode with your own smartphone via the Nike+ app, learn more about the product, see what options are in stock, request products be sent to a fitting room, and reserve an item to be picked up from a dedicated locker for purchase. 

The fascinating fact is that Nike didn’t develop these services for socially distanced shopping. It created them to provide a better experience to customers. It just so happens that the approach applies in both “normal” times and during the “new normal” - just another way embracing the future has put Nike ahead of the curve.


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