Downeast Rebrand

Overview

Founded in 1992, Downeast is a Top 100 Home and Furniture Company with retail locations throughout the Western U.S. In 2020, it was acquired by Malouf Companies, marking the beginning of a bold new chapter for the brand.

I entered the scene just in time for a total rebrand—one that would modernize Downeast’s visual identity, tone, and market positioning while honoring its long-standing reputation for approachable style and value.

Challenge

Downeast had two distinct audiences: the original conservative customer base that valued timeless, family-friendly design, and a newer, more affluent demographic drawn to modern aesthetics and premium experiences. The challenge was to bridge this gap without alienating either group.

Approach

I began by developing new customer and brand personas, defining shared values and messaging pathways that could unite these audiences under one refreshed identity.

Working closely with design, merchandising, and marketing teams, I:

• Conducted voice-of-customer research and internal brand workshops

• Crafted tone of voice, key messaging, and tagline options

• Guided creative direction for in-store signage, packaging, and product descriptions

• Wrote and reviewed web and email content for the rebrand rollout

• Collaborated with leadership to ensure alignment across 40 retail locations and e-commerce channels

Result

The rebrand was a success—revenue increased by 50% within six months, driven by clearer positioning, more aspirational storytelling, and a unified customer experience.

Explore the Work

Click below to view the new customer persona profiles.

Downeast HENRY Personas.pdf

Download PDF • 416KB