Abner Henry
How do you build a brand?
- Brand Positioning
- Content Creation
- Creative Direction
- Public Relations
The Brief
Abner Henry, a contemporary Amish furniture brand out of Fredericksburg, Ohio, has been crafting handmade high-end furniture for nearly a decade but lacked creative direction and brand awareness. We began our engagement with them just months before they were to debut a collection designed in collaboration with The Met – a collection three years in the making. But in order for this collaboration to succeed, their branding, visual assets and messaging needed to reflect the caliber of Abner Henry’s craft to appeal to media and designers alike.
You start from the ground up, even if you have to work backwards.
In anticipation of Abner Henry’s collaboration with The Met, we needed to make them relevant to tee them up for success, for the launch and beyond. We stepped in as fractional Creative Directors for the brand, assessing existing assets and brand messaging, and then conceptualizing a fresh and refined creative direction for the company.
In six months, we audited Abner Henry’s website and provided them with actionable insights for immediate and long term changes; produced and styled two photoshoots of the brand’s in-house collections to plug into their website and their socials and another for the Abner Henry x The Met campaign; produced realistic room renders to serve as on-going content; advised on and designed their showroom at High Point Market, from spatial layout, flow and florals to scent choice and creating invites.
All of this led to our spearheading the creative direction of Abner Henry’s collection with The Met in partnership with NYLON’s PR team, resulting in incredible media placements in titles ranging from Architectural Digest and to Galerie magazine.
- 3 photoshoots
- 35 photorealistic renders
- 60 media placements in one year
- 1 in 3 Abner Henry placements was a full feature
