Clients & Case Studies

Night & Day Furniture

Night & Day Furniture is a small company with operations in several countries. The innovative company was used to industry attention, but it started getting it's feet wet with consumer communication only recently. Night & Day tapped Scope 3 Design to put them on the Internet with a solid communications strategy and custom web site offering multimedia product support and an extensive virtual product showroom.

Defining the Problem
With the large amount of helpful information Night & Day had for consumers and wholesalers, planning was the biggest part of this project. This was a true case of "measure twice, cut once." The strategy for the site focused on supporting the consumer's needs first. The site had to create a connection with loyal and prospective consumers alike. Beyond these intangible aspects, consumers also needed an online warranty form and Night & Day had to be able to easily manage that data.
Defining the Audience
Like Night & Day Furniture's main product, the futon, the audience for their web site is a bit un-conventional. This audience also has a strong sense of design, meaning they pay attention to details. In terms of age, those researching futons and bedroom furniture range from college students to homeowners looking to make smart use of a dorm, living room, or guest room.
Exploring Creative Solutions
The solution for connecting with an audience that was looking for something different was to be something different online. The message is "We don't take ourlselves too seriously, infact we're even a bit fun." This was accomplished by using comic characters throughout the site and writing copy that speaks in a conversational tone. Funny business was balanced by the mountains of product information and assembly documents that form the meat of the web site.

Web standards make the site easy to use for all visitors. Navigation is uncluttered and information is clearly separated by type. For example Product Support documents and video links are uniquely styled within each product's page.

Since most of the products are solid wood, the look and feel diverges from the trend of "high tech" design and uses a neutural palette to keep the focus where it should be - on the text and product photos.