Feather
Feather is a furniture subscription service that gives people access to quality furniture at a low monthly price with the option to add, swap, buy, or return when life or tastes change.
Brand Identity
Brand Strategy
Creative Direction
Product Design
Packaging Design
Breaking into an age old industry, Feather needed to clearly explain why subscribing to furniture is a better solution than buying it. Through extensive user interviews and market research we discovered that people are moving more than ever and don’t want to spend a fortune on new furniture that they aren’t sure they’ll want in the long term.
We realized that the options that people have for getting furniture are falling short — either spending hours hunting for deals, getting hand-me-downs, buying furniture at full price that may not work in their next space, or buying cheap furniture that can’t be resold and ultimately ends up in landfill. We also discovered that people crave access to design help when it comes to decorating their homes.
Brand strategy
Seamless home design that’s good for your wallet and the planet.
Feeling stress-free when it comes to getting your home set up is the theme permeates through all aspects of Feather’s brand - from tone, imagery, to product UX and customer service. We wanted customers to feel light and effervescent when using the product or service, and that lightness is present in everything from imagery to the tone of voice used. It was important to communicate to customers that getting furniture does not need to be stressful and that there is in fact a better way to furnish your home. We also wanted to educate our audience as much as possible about the problems with the furniture industry and the amount of waste produced.
Product Design
Curated packages, style quiz, and virtual customer portals = home design, simplified.
We created a seamless end-to-end experience that made it easy for people to select furniture, set up a delivery, and relax while their furniture was delivered and set up in their home. We built an easy pre-delivery checklist for customers and a customer portal where users could see their furniture and schedule a time to swap or move it whenever they needed.
Features
Interactive style quiz makes it easy to design any space in your home
Straightforward how-it-works to simplify a new, complex model
Memberships allow for long-lasting brand relationships
Customer portals where users can schedule swaps, pickups, and returns, or buy out items.
Art Direction
A beautiful, attainable sanctuary.
Since we didn’t have any physical stores, our product images and videos were the only way that people could really experience our furniture before deciding to get it. We knew we had to make sure that the products were photographed in such a way that their quality, size, and color were communicated exactly as they were in person.
We noticed that every furniture company had the same style of imagery — high contrast lighting with unrealistic set ups that felt too inaccessible to our target market. We set out to make sure that every image felt like someone had just left the room and only used minimal propping in order to make the space feel like a beautiful, attainable sanctuary. We minimized clutter but were careful that spaces never felt too pristine or fake since that was a big red flag for female users we tested. All images hint at effervescence and lightness, whether in natural elements such as steam rising, candles glowing, or sunlight streaming in.
Furniture Design
Products designed to last. And last. And last.
Feather has a very unique business model & we realized pretty quickly that furniture currently being designed for mass production isn’t made to last or to be refurbished. We dedicated ourselves to designing furniture that was. We also learned that furniture is the least recycled household item so I made it a mission to develop a circular model for our furniture so that Feather would not be adding to the 9.8 billion tons of furniture waste that ends up in landfills every year.
We designed furniture in the styles that our customers loved most, with component parts that were easy for our delivery and warehouse teams to assemble and disassemble, and that could be fixed or replaced easily to ensure longevity of each piece.
“The prices alone are enough to get your heart racing, but then there's the stuff itself—their inventory is killer.”
— Architectural Digest
Outcomes
Feather is now the fastest growing subscription furniture brand in America.
150% increase in average order value
4.8 average customer satisfaction
$32 million in funding raised
400% increase in orders*
*Since website re-design in 2018