Asen Marketing logo, representing our branding and website design services focused on enhancing online presence and effective web strategies.
Stylishly furnished living space showcasing Smarter Furnishings' expertise in interior design, featuring a modern black sofa, vibrant throw pillows, decorative rug, and a contemporary coffee table, reflecting Asen's branding and marketing support for the company.
Custom photography by Asen showcasing a young woman in a stylish workspace, embodying the modern aesthetic of Smarter Furnishings' furniture offerings for student housing and hospitality environments.

Services

  • Brand Development

  • Content Creation

  • Digital Marketing

  • Email Marketing

  • Logo Design

  • Marketing Strategy

  • Photo

  • Print Ads

  • Print Collateral

  • Research

  • Sales Strategy

  • Social Media

  • Video

  • Website

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
Collaborative brainstorming session among diverse women working together with tablets and notebooks, showcasing Asen's strategic guidance in brand development and marketing for Smarter Furnishings.

“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

Brand style guide showcasing Smarter Furnishings' visual identity, including color palette, font pairing, and messaging strategy, representing Asen's branding and marketing expertise in unifying brand identity post-merger.

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.

Custom brand icons designed by Asen Marketing for Smarter Furnishings, showcasing a modern furniture collection including chairs, tables, and storage units, reflecting the unified brand identity post-merger.
Custom Brand Icons
Custom social media graphics by Asen Marketing for Smarter Furnishings, featuring a stylish brown armchair and engaging brand messaging emphasizing comfort and connection, showcasing the unified brand identity post-merger.
Social Graphics
Modern website design for Smarter Furnishings, showcasing a family enjoying their stay, emphasizing the brand's commitment to quality furniture for perfect experiences, reflecting the collaborative branding efforts by Asen Marketing.

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

  • Smarter Furnishings client testimonial featuring a smiling man in a modern living space, reflecting Asen Marketing's branding and creative direction in contract furniture design.
  • Video conference with a professional speaker, showcasing Asen Marketing's commitment to effective communication and client collaboration in branding strategies for Smarter Furnishings.
  • Custom video consultation with Asen Marketing for Smarter Furnishings, showcasing brand strategy discussion in a modern student housing setting.
  • Professional video consultation featuring a Smarter Furnishings representative discussing branding strategies, showcasing Asen Marketing's commitment to enhancing client collaboration and identity post-merger.
  • Smarter Furnishings team member in a modern office setting, showcasing Asen Marketing's branding efforts with stylish furniture and decor, emphasizing a unified identity post-merger.
  • Video call featuring a senior man in a pink shirt discussing contract furniture solutions, highlighting Asen Marketing's commitment to personalized client engagement and strategic branding for Smarter Furnishings.
  • Video call with a professional from Asen Marketing, showcasing collaborative strategy sessions for Smarter Furnishings' brand development, set in a modern workspace with contemporary decor.
  • Video call featuring a Smarter Furnishings team member discussing brand strategy, showcasing Asen Marketing's collaborative approach in enhancing client identity and digital presence.
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