Jonathan Louis Furniture

Project Overview

Who is Jonathan Louis?

Jonathan Louis is a national furniture brand led by two visionaries with a dream that began decades ago: to create stylish, custom pieces that were well-made and affordable. Today, this family-owned company is an industry leader in manufacturing for countless retailers across North America, including Living Spaces, Z Gallerie, and Macy’s. (Sitting on a couch while you read this? There’s a pretty good chance it’s from Jonathan Louis!)

Research / Brand Development / Packaging / Website / Social Media Influencer Program & Content Creation

The Background: Despite industry ups and downs, Jonathan Louis has expanded steadily and significantly over the years. Since 2009, Fraser has been a trusted partner throughout Jonathan Louis’ journey, which includes the company’s evolution from a white-label manufacturer to a vibrant consumer brand that shoppers ask for by name at retail showrooms across the country.

The Work: Furniture trends have come and gone, and come back again (hello, citron velvet!). Through them all, we’ve forged an intimate partnership with Jonathan Louis that stands the test of time and spans a full suite of strategic, creative work.

Brand Development

Strategy: Your style. Your statement. Forget cookie-cutter furniture: Jonathan Louis offers a creative canvas for individualism. The fabrics represent the paint, and the consumer is the artist. The result: one-of-a-kind furniture centered on self-expression.

Logo: The bespoke watercolor icon – an evolution from the brand’s legacy green – conveys artistry; the script “JL,” as if a personal signature, feels spontaneous. That it extends outside the circle alludes to the energy of creativity, where one always thinks outside the box (or in this case, the circle).

Social Media Content Strategy, Development and Execution

Jonathan Louis’ social channels serve as a visual catalog of inspiration – and Instagram, a hub for home décor, stands out as the brand’s sweet spot for showcasing influencer content, photos from real customers, and a medley of helpful ideas ranging from fabric trends and couch care tips to choosing the perfect snacks (and cozy sofas, of course) for the big game. We developed a brand personality for Jonathan Louis, which is reflected in every post we craft (and every comment we respond to – because they matter just as much as the caption!).

Influencer Strategy

Whether the goal is to drive web traffic, increase social media followers or launch a new collection, our influencer programs are uniquely considered and crafted. From HGTV design personalities to prominent lifestyle influencers to micro- and nano-influencers, our team has worked with dozens of social media leaders to reach Jonathan Louis’ goals. And we handle it all: research, discovery, negotiation, content development, activation and reporting.

Influencers have not only helped elevate Jonathan Louis’ social presence, but their posts have translated into sales – and even an entire new product line with renowned design personality, Justina Blakeney.

We always advise our clients to “go beyond the post,” when it comes to social media. That means engaging and forging relationships with customers, influencers and even other brands. Our successful work with Justina Blakeney is just one example of how an influencer strategy can go beyond content. Because when you find an authentic connection and nurture that relationship, the possibilities for a brand can be endless.

Website and eCommerce Development

Fraser designed and produced the new Jonathan Louis website, which includes exciting new features like JL Shop – the brand’s first foray into direct-to-consumer ecommerce via shoppable pillows and fabric yardage.