Peopledesign Innovation
Innovation/Strategy/Research
Finding and shaping new value.
Peopledesign Branding
Brand/Marketing
Expressing value and purpose.
Peopledesign CX
Customer & User Experience
Delivering value through interfaces and interactions.
Peopledesign Commercial Design
Commercial Design
Unique expertise with built environment companies.


Cumberland Furniture

Revitalizing a classic brand.
When we began to work with Cumberland, the furniture company had enjoyed a high reputation among architects and interior designers for 30 years. However, a new generation of architects and interior designers didn't know the brand and needed to better reason to connect. Cumberland asked us to increase awareness among younger architects and designers.
Peopledesign - Cumberland Furniture
The Peopledesign team reinterpreted the classic, assumed qualities of Cumberland. We developed an awareness campaign around the “Modern American Classics” concept and integrated it into the brand personality and Cumberland's product offering, keeping it relevant to a new audience. The Cumberland program included a refresh of their brand positioning, several campaigns, original photography, and a marketing website.
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture
Peopledesign - Cumberland Furniture

We are extremely pleased. The rebrand and campaign and targeting a new demographic (young designers), annual industry publication statistics of brand recall among the target group showed Cumberland’s growth from too small to measure to Top 10. The 18-month lifespan for the advertisements lasted more than 3 years due to their success.

Rob Clark
Director, Cumberland Furniture