Altar Furniture is a privately owned, Budapest-based furniture and furnishings company with quite a bit of attitude. Spawned from a love of Pinball, Altar’s founder and Creative Director, András Lacfi, started the company with a line of refactored pinball machines as interactive coffee tables. The immediate success of those led to a reasonably quick expansion of product lines to include music and pop-culture inspired furnishings. While the playful objects found warm responses at trade shows and by influential bloggers and online personalities, sales remained at a trickle and messaging was all over the place – leading Altar to bring Jonathan Tavss in to help instill strategic visioning processes.
Beginning with an in-depth competitive analysis done in parallel with company histrionic information-gathering, then bringing those learnings into an entire-staff Synectics session, a clear vision came to the fore. The learnings and session led to the holistic adoption of the overarching descriptive, Hardcore Craftsmanship, and the conveyance of an attitude that was similar in emotional essence to a stage-dive. This understanding led to the strategic thinking and decision making that solved numerous challenges previously blocking the company’s momentum and growth. The clear vision allowed the company to take chances while being protected – emotionally and financially – by the ways in which those opportunities/chances fell within the lines of the cohesive direction.
Altar’s two biggest challenges were its consistent sharing of the brand’s attitude and in enabling end-users/customers to come face-to-face with the products rather than just seeing images online. We developed and clarified tone of voice across all platforms and then devised a way to get directly in front of the people with the advantageous timing and positioning of a Pop-Up Lounge and Shop in the trendy London neighborhood of Shoreditch. Not only did sales and orders increase exponentially, Altar was able to learn from the experience to better plan for the future – from both production and expenditure perspectives. Now, together, we are freely tackling the next challenge of keeping up with the increased pace of orders coming in…
The Entire Brand Experience Dashboard