A white Design Public Group logo centered on an image of a nice gray chair.

Client: HNI Corp & Design Public Group

Brand Development, Marketing Strategy, and Process Design

HNI Corporation, a $2.1B global manufacturing company and one of the largest office furnishing providers in the world, acquired a new brand within its eCommerce vertical, Design Public Group (DPG), an online B2B platform for the interior design and office contractor industry.

18 Coffees developed DPG's first-ever brand marketing activation strategy, and delivered strategic blueprints to the brand’s new marketing team to ensure long-term success well beyond the project engagement.

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Our work included: Brand Development, Digital Marketing Strategy, Email Marketing Strategy, Audience Profiles, Customer Acquisition Journeys, Social Media Strategy, Process Design

A red table is placed between the Designer Public Goods tagline that reads "Where Collaboration Is Easy to Find."
A black lamp rests on a wooden table in front of a deep olive green curtain.
A quote from Darian Lu in a white square with a black boarder.
A tan leather couch is placed between the Designer Public Goods tagline that reads "Where Comfort Is Easy to Find."
Two circular green coffee tables sit in front of a white couch.
Two black and wood shelving units are decorated with a variety of vases.
A quote from Larry Lander in a white square with a black boarder.
A woven bench is placed between the Designer Public Goods tagline that reads "Where Fresh Air Is Easy to Find."
A wooden box resting on a black table holds a stationary set.
A GIF shows five images of furniture and Design Public Group logos.

“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

Our work

  • 18 Coffees developed DPG’s first brand strategy for its online B2B platform, including voice and visual guidelines.

    The team’s recommended tagline, “Where great design is easy to find,” was implemented across brand and marketing assets.

  • Developed a digital marketing approach across two phases, focused on two very distinct audiences and value propositions:

    1) Design Firms — a creative, visually-driven audience

    2) Contract Dealers — an audience prioritizing operations and logistics

    Launch assets included email templates and campaigns, and social media assets across Instagram, LinkedIn, and Pinterest.

  • Developed tools and processes designed for the brand’s new marketing team to have long-term, practical application.

    The marketing workflow was designed to work in concert with the sales team, using email communication to both expand on client relationships and to create specific calls to action at key moments to increase site traffic.