Mia Shu

LITOOC

 

LITOOC

Strengthen the marketing and sustainability strategy of a furniture company

 
 

Scope:

LITOOC is a Hong Kong-based furniture company, with the mission to improve people’s living space with a positive impact on both people and our environment.

My role was to conduct strategic planning, strengthen their marketing performance, improve website user experience, and design brand assets.

Timeline:

20 weeks

My Role:

Strategic Planning, Marketing, Branding, Research
UX Design, Graphic Design, Video Editing, Photography, Copywriting

Tools:

Miro, Photoshop, InDesign, Premiere Pro, Illustrator, Squarespace

 
 

1. Conducted an internal audit and strategic planning

The purpose was to re-examine the business goals, operational and development risks. The results would then support the formulation of strategy in relation to their organisation, market, and competitors. The following steps were conducted:

  • In-depth internal interview - to understand the business, market segment, and any misalignment of the company’s vision

  • SWOT analysis, PESTLE analysis and market research - to understand growth opportunities, risks, and circularity improvements

  • Service blueprint - to understand service areas improvements in their transaction-based business model, and how to transition towards a service-based business model

2. Established a branding guideline

A branding guideline was created to enhance the consistency of branding across all marketing assets. The following were included: mission, vision, personality, values, color, typography, imagery (photography). They were devised based on existing branding assets and through a co-creation session with the marketing personnel.

 
 

3. Improved the user experience of the website

UX research was conducted to analyze the information architecture and the user experience of furniture e-commerce websites. Based on this research, I made modifications to the UI and revisions to the copy. The copy was crucial for this step as it influences both the UX and UI of the website.

Visit the website here.

 
Rearrangement of product categories to correspond to sale figures

Rearrangement of product categories to correspond to sale figures

Redesign the website layout and ensure there is alignment across all pages

Redesign the website layout and ensure there is alignment across all pages

Editing of copy to align with brand personality and ensure all font styles are consistent

Editing of copy to align with brand personality and ensure all font styles are consistent

 
 

4. Designed marketing assets and implemented branding guideline across all channels

Marketing Assets

Bilingual care guide for customer

Bilingual care guide for customer

A5 leaflet about the product features of ‘The Extentable’

A5 leaflet about the product features of ‘The Extentable’

Assembly instructions manual for customer

Assembly instructions manual for customer

product feature and campaign videos

Promotional video of The Extentable for social media usage

Short promotional video for a modular room divider