Design Public Group (HNI Corp) Case Study: Launching a B2B Brand with Strategic Marketing & Process Design
The Challenge: Establishing a New B2B eCommerce Brand
HNI Corporation, a $2.1B global manufacturing leader, acquired Design Public Group (DPG) as a new brand within its eCommerce vertical. DPG needed a robust brand identity, a comprehensive digital marketing strategy, and streamlined internal processes to successfully launch its online B2B platform for the interior design and office contractor industry. The key was to ensure long-term success well beyond the initial activation.
Our Solution: Holistic Brand Activation, Digital Strategy & Team Empowerment
We partnered with Design Public Group to develop their first-ever brand marketing activation strategy, crafting strategic blueprints for their new marketing team. Our work encompassed defining brand voice, visual guidelines, a multi-phase digital marketing approach tailored to distinct audiences, and developing practical tools and processes for sustained operational efficiency and growth.
Key Services Delivered:
Digital Marketing Strategy (Email, Social Media, Acquisition Journeys)
Audience Profiling
Process Design & Implementation
Marketing Workflow Optimization
Tangible Impact: Accelerated Brand Launch & Empowered Marketing Operations
Our strategic partnership enabled Design Public Group to successfully launch its B2B platform with a clear brand identity and targeted digital presence. We developed a distinct digital marketing approach for two key audiences: creative design firms and operations-focused contract dealers, ensuring tailored value propositions. The implemented tagline, "Where great design is easy to find," was integrated across all assets.
We designed practical tools and processes, including optimized marketing workflows that seamlessly integrated with the sales team, leading to increased site traffic and expanded client relationships. The client praised our team's senior talent, creativity, and strategic thinking, noting impressive work quality throughout the engagement.
"Everything we asked 18 Coffees to deliver was sent with creativity and passion. I was really impressed with the level of senior talent working on our account throughout the engagement. It truly showed in the work quality and strategic thinking that went into the project."
— Stephanie Polinski, Digital Marketing Director at HNI Corporation
Project Details:
Project Length: 12-24 Months (Initial project expanded due to success)
Client Location: Chicago, IL (Project Location)
Industry: Manufacturing / eCommerce / Office Furnishings
Client Type: Large Enterprise (Fortune 500)
Ready to launch or revitalize your brand's marketing strategy? Contact us to explore how our Strategic Communications & Marketing expertise can drive your business forward.
