Monty and Boosh was new to the market as far as customers were concerned, but in reality, the team had been installling fitted furniture for over 40 years.

Picture Smiths had already created an assured and stylish visual identity, so a confident, reassuring brand tone was the obvious complementary choice.

This risked sounding like competitors, though...

So, we chose to go bold and familiar with a hint of mischief—like that one friend who tells it like it is but somehow gets away with it!

This easy confidence that comes with ‘knowing yourself’ was a language we knew Monty and Boosh customers would relate and respond to.

From this point, we dug deep into the everyday challenges M&B customers were looking to overcome.

We never tried to sell ‘luxury’ furniture (although the quality is top rate); we sold luxury as the time customers would save and the space they would get back.

I applied straplines like: 'No room for ordinary' and website headers like: 'Fit for modern living, whatever life throws at you' to draw customers in.

And wrote body copy like: ‘Regain control of your bedroom with fitted furniture so satisfying they’ll want to put their socks away.’ and ‘With clothes off the floor and in drawers, you can hit snooze as often as you like.’ to reinforce the fact Monty and Boosh understood the customer’s challenges.

M&B customers had to carry out various actions, such as ordering a brochure, visiting the showroom, booking a consultation, and arranging an installation day.

To make sure M&B became recognisable, I carried the voice through every touchpoint, adapting the tone slightly for different situations like CTAs and emails - where a response was required. For example:

'Visit our showroom

Heading to Birstall’s Junction 27 Retail Park? Find a tranquil environment to browse our fixtures, fittings and finishes just up the road – with guaranteed parking and no flat-packed furniture or Swedish meatballs in sight.

Call our showroom'