Smarter Furnishings A Smarter Approach To Brand Growth

Smarter Furnishings has been long-known for its quality student housing furniture, but when the brand merged with its sister company (New Design Concepts), which previously served the hospitality market, it marked an exciting new chapter. Having partnered with both companies’ teams for years, Asen understood the unified brand’s strengths, goals, and growth trajectory.

The Brief

The Smarter Furnishings team needed one strong, cohesive brand that showcased their full range of expertise — not just their student housing roots. Asen tapped in to help guide the transition with a strategic merger plan and complete rebrand, elevating the company’s identity and positioning Smarter Furnishings for greater growth in the future.

To support this next chapter, the brand itself needed more clarity, refined market positioning, and a fresh visual identity that communicates expanded expertise across both industries. Smarter Furnishings turned to Asen for strategic guidance, brand development, and the structural marketing support needed to unify the company and prepare it for long-term success.

Before

After

“Asen isn’t just an agency; they are a business partner dedicated to helping us grow our business. I appreciate the fact that the team at Asen will challenge us and not just tell us what we want to hear. It’s about driving results.”

— Johnny Collins, Partner/CEO

The Solution

Our work centered on elevating and unifying the brand — bringing two companies together under one cohesive identity. This included guiding the merger strategy, redesigning the logo, refining the brand voice around the promise of “For the Moments That Matter,” and developing a comprehensive style guide to keep communications aligned across teams.

We brought the new identity to life through a modern website, updated sales and digital assets, and ongoing organic and paid social media strategy. In close collaboration with their internal team, we’ve led content planning, creative direction, and campaign execution, helping Smarter Furnishings stand apart in a contract furniture industry where brands often feel interchangeable.

Our partnership with Smarter Furnishings continues today through regular marketing strategy sessions, analytics-driven business consultation, and ongoing brand support, ensuring the brand moves through the next chapter with momentum and a stronger, unified identity.

With a smarter strategy and a stronger brand,
this furniture company is built for what’s next.