Case Study
Humble Crew
Furniture that feels right at home
The Challenge
A top-selling leader in kids’ furniture, storage, and play spaces for over 25 years, Humble Crew was looking to expand its products and create furniture for families at every stage of life. They needed a brand and platform to move beyond marketplaces like Amazon and start marketing direct to consumers.
Our Solutions
Brand & Identity
Logo Design
Packaging Insert
Web Design
E-commerce
Strategy
Pinpointing Problems
Since the majority of Humble Crew’s products were sold through Amazon, their own brand and visual identity would often get buried within Amazon’s search, product, and checkout pages. On top of that, their former logo and brand wasn’t fitting their new vision as a direct-to-consumer furniture brand for today’s families.
Prior logo and Amazon storefront
Solutions
Logo Design
To reflect a new vision, Humble Crew needed a new logo that was clean, modern, memorable, and appealing to their target audience.
After exploring competitors and drawing inspiration from midcentury furniture makers, we created a modern symbol composed of interlocking letterforms for a sturdy, simple, and orderly feeling. Rounded edges and a playful tilt feel friendly, while bold, solid type says this is a brand you can trust.
A Branding Blueprint
The new Humble Crew brand had to be casual, fun, and built to last — just like their furniture. We created extensive brand guidelines, including color, typography, and pattern to serve as the foundation for the new visual identity. Detailed photography direction also provided a consistent guide for future shoots, so Humble Crew could implement original photography across their website, promotional materials, and every customer touchpoint.
A Real Voice for Real Customers
To engage customers in a way that reflects Humble Crew’s values, we developed a brand voice that’s short and punchy, friendly and caring. Copywriting plays a key role in communicating Humble Crew’s commitment to education and giving back to their community.
An Online Storefront
From discount popups to sold-out bursts, we designed all aspects of this full-featured, intuitive online experience for shopping Humble Crew products. The website properly reflects Humble Crew’s brand positioning, values, and expanded product categories.
Bringing it Home
To complete the Humble Crew unboxing experience, we designed a four-fold insert detailing customer service and promotions to raise brand awareness, drive engagement, and increase customer loyalty.
“They are compassionate partners helping companies realize their potential.”
“We hired Brightwell to redesign our logo, website, marketing collateral, and packaging. Chris and Justin were not only among the most talented designers we have ever worked with, they were patient, kind and empathetic to our needs. They were great listeners, and at the same time, great leaders. Their attention to detail and keen insights helped us to see what lies at the core values of our company-authenticity, transparency, and concern for our customers and the world.
Brightwell understood our mission as a company, but just as importantly our social mission to help underserved communities. Brightwell did a comprehensive brand analysis of our Humble Crew by interviewing key players and guiding discussions about our values. Then they effectively translated our corporate and social goals into a digital experience that reflected our identity as a company. They are master designers, equally as adept at designing logos as bringing to light core values, and they are compassionate partners helping companies realize their potential.”
Jay Schiffman
President, Humble Crew Inc.
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