Friends x Family is a woman-owned custom millwork and fabrication shop, specializing in high-end retail displays, architectural millwork, and restaurant / bar interiors. In late 2022 the studio’s founder contacted Grass about breaking their dependence on word-of-mouth recommendations for client acquisition. FxF was in a transition period. They were taking on large-scale retail and hospitality projects across the US, while building a portfolio of high-end residential work for A-list clients in LA. Not only were they looking to expand their client base, they also needed a talented pool of craftspeople to help staff future projects.
Following interviews with key stakeholders, we recommended a comprehensive brand and digital marketing strategy aimed at client and talent acquisition. FxF already had a solid visual foundation, a strong reputation for quality work, and a unique backstory. They just needed help telling their story and finding the right people to tell it to.
Following a month of in-depth discovery, which included interviews with key stakeholders, targeted brand exercises, competitive analysis, and independent audience research, we delivered a hybrid brand and content strategy aimed at creative directors and skilled craftspeople. The resulting identity centered creativity, craft, and a proven ability to develop beautiful things that last. These pillars drove the brand story and slogan, seen above.
Final deliverables included mission, vision, values, voice, brand story, brand position, brand personality, target audience, competitive analysis, and digital media strategy.