ESI Work Gear

ESI Rebrand

Repositioning a furniture brand for growth.

ESI Ergonomic Solutions was positioned as an ergonomic solutions provider focused on monitor arms and keyboard trays and a strong growth trajectory, but it started to hit the ceiling. Like many organizations, it was stuck between larger brands and low-price alternatives. Peopledesign worked with the leadership team to develop a holistic growth strategy that differentiated ESI from its competition and united the internal team around a common purpose.

 

• ESI
• Challenge
• Solution
• Results

Challenge

The work tools space has become crowded and commoditized with “me-too” offerings. Meanwhile, the rate of technology change was far outpacing the contract furniture industry, leaving customers with few meaningful solutions. 

Solution

Peopledesign helped ESI refocus on providing solutions ("Work Gear") that support technology – for work, home, and in-between. The new position centered on the idea of movement, not just physical, but career movement as well, and benchmarked patterns and solutions in the technology industry to keep ESI from being held back by the contract furniture industry norms.
 

We took a deeper dive into the brand expression and user experience for both customers and the internal teams. Segmenting the sales team personas uncovered key traits and desired behaviors along with gaps and opportunities within the sales cycle. Object and interaction concepts were developed to encourage the right behaviors for sales members and create a smoother, more engaging customer experience.

Results

Bringing these ESI strategies to life, we developed a new identity, copy, and visual language that was implemented across marketing and sales collateral, internal brand rollout and training, a physical showroom, a website, and product and experience concepts.

 

Not long after our initial work, ESI was acquired by Fellowes Contract Interiors.

“While President at ESI I had the opportunity to work with Peopledesign on a rebranding project, which would entail objective and subjective, research with all the major constituents inside and outside the company. Through their holistic process, we were able to rebrand from a marketing perspective, but also, reset our strategy. This reset created expansion into new product categories, new market segments, and new integration of tools to simplify the customer experience.” 

“This was my third engagement with Peopledesign at my third company. The results once again speak for themselves with a 40% growth rate following the first major adoptions of the strategies. ESI continues to work with Peopledesign on continuing phases of the project, expecting continued success!”

Mark Rhoades
President, Fellowes Contract Interiors (ESI)