CASE STUDY
ROLL & HILL
Creating foundational documents so that an established furnishings company could scale up
OUR SERVICES: BRAND POSITIONING, CONTENT STRATEGY, MARKET ADAPTATION, COLLATERAL CREATION
Challenge
Roll & Hill stood at a crossroads. Founder Jason Miller, an award-winning product designer, wanted the New York-based lighting and furniture brand to expand into new sectors, including D2C.
But the company lacked marketing structure, as it had been operating for its 15 years without any brand messages, content pillars, or defined business value. Miller also wanted to document Roll & Hill’s institutional knowledge, most of which he held in his head, so that he could focus more on creative direction of the brand.
Approach
To propel Roll & Hill forward, I first worked with Miller to detail the brand's purpose and values. This not only created a North Star for the company’s future C-suite members, but also ensured all new hires and levels of the organization—from the CFO through the network of distributors—could speak to Roll & Hill’s reasoning for being,
I conducted a competitor analysis that uncovered Roll & Hill’s market differentiators, including its decision to manufacture its own products in the U.S. to guarantee their quality and reduce shipping emissions. I visited the brand’s factories to understand the process for making each piece and learn from the people who were making them. Finally, collaborating with the team, I produced detailed customer personas, which sharpened insights into Roll & Hill’s audiences and what motivates them.
Solution
The research on company values and audience personas served two purposes. First, it was the basis of onboarding documents for Roll & Hill employees and retailers, ensuring all were creating a consistent brand experience that reflected the products’ premium status. Second, I used the information to create both a master set of marketing messages and targeted variants for the company’s trade and consumer audiences.
These missives, suited for all of Roll & Hill’s physical and digital touch points, revolve around key themes and differentiators. As such, they provide a roadmap for future content and collateral, which the marketing team can develop in-house.
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