CASE STUDY — ERGONOMIC FURNITURE & WORKPLACE SOLUTIONS

Ergonomic Office

Canberra's most established ergonomic supplier. 35 years of deep Government and corporate relationships. A brand that had quietly become invisible while competitors got louder.

THE BRIEF

Reclaim market authority, modernise the brand, and build a creative platform powerful enough to compete - without losing the trust and credibility built over 35 years.

01 Foundation

Ergonomic Office didn't have a weak product problem. They had a visibility problem.

With over 35 years serving Canberra's Government agencies, corporates, and individual buyers, the credibility was undeniable. But the brand had stood still while competitors modernised around them. Younger, digital-first buyers weren't finding them. The existing website wasn't converting. And there was no defined marketing strategy to address any of it.

We ran a brand strategy session with the leadership team to map where the business sat, where it needed to go, and what was standing in the way.

THE PROBLEM

A business with genuine authority and a 35-year track record was being overlooked - not because they weren't good, but because they weren't visible. No marketing plan, an outdated website, messaging that wasn't connecting with a younger audience, and growing pressure to maintain compliance with evolving Government procurement requirements. Competitors with fresher creative were taking up more space in the market.

STRATEGY SESSION

We worked with their team to interrogate the business from the inside out - auditing the existing brand, mapping the customer base, identifying the real barriers to growth, and defining what Ergonomic Office could own in the market that no competitor could credibly claim.

POSITIONING & MESSAGING

We identified Ergonomic Office's genuine point of difference: not just product range or price, but 35 years of local expertise, science-backed guidance, government-trusted compliance, and a level of personalised service that online retailers and newer competitors simply can't replicate. The opportunity was to modernise how that story was told - without losing the credibility that made it true.

02

Insight

Ergonomic Office operates across three distinct audience segments - and each one needs a different conversation.

Government and large corporates are buying on compliance, procurement process, and proven track record. WHS managers, health professionals, and NDIS consultants are recommending products based on clinical credibility. And direct consumers are making decisions driven by discomfort, lifestyle, and value.

AUDIENCE RESEARCH

We mapped the motivations, triggers, and barriers across each segment. For Government and corporate buyers, trust and compliance documentation removes risk. For health professionals, the science and certification behind the product builds referral confidence. For direct consumers, the physical and emotional promise - less pain, more focus, a workspace that actually works - is what moves them. One brand needed to speak credibly to all three without diluting its authority with any of them.

COMPETITOR REVIEW

We reviewed Ergonomic Office's key local competitors across website, messaging, and brand presentation. The landscape revealed a clear gap: competitors were either relationship-driven but visually dated, or modern and polished but light on ergonomic expertise. None had successfully combined contemporary brand presentation with genuine scientific credibility and local authority. That intersection was Ergonomic Office's to own.

THE INSIGHT THAT DROVE EVERYTHING

Ergonomic Office isn't a furniture retailer. They're a workplace health partner with 35 years of proof behind them. The category sells chairs and desks. Ergonomic Office sells comfort, productivity, and the confidence of getting it right - backed by expertise that no competitor in the Canberra market can match. Every piece of creative work was built to express that distinction clearly and consistently.

03

System

Ergonomic Office operates across multiple platforms - an existing e-commerce and CRM environment.

Our role in the system stage was to map the customer journey across all three audience segments and design the automation and communication logic that would sit behind the new creative platform.

Audience Segmentation — defined the three primary segments (Government/Corporate, Health Professionals/NDIS, Direct Consumer) and the distinct communication approach required for each throughout the buying journey.
Automation Flow Design — mapped the key trigger points across the customer journey including the Chair Selector quiz flow, quote and consultation requests, abandoned cart sequences, post-purchase follow-up, and the Ergo Lab affiliate partner flow.
Database Re-engagement Strategy — designed the reactivation campaign sequence to reignite the existing database and introduce the new brand campaign, moving contacts from passive to active across a structured 14-day rollout.

04

Creation

With the strategy set and the system architecture mapped, we designed the full creative suite - all anchored to a single campaign platform developed to give Ergonomic Office a clear, ownable voice in the market.

THE CAMPAIGN PLATFORM

Two campaign lines. One for the brand, one for the consumer. Both rooted in the same strategic truth.

"Exceptional Everyday Ergonomics." - the brand platform. Built around the idea that comfort shouldn't be aspirational or occasional. It should be part of every workday, for everyone.

"The Most Comfortable Decision You'll Make." - the consumer-facing campaign line. Direct, confident, and benefit-led. Speaks to the emotional decision at the heart of every purchase - whether that's a $500 chair or a $500,000 Government fit-out.

Campaign Strategy — full brand and product campaign strategy developed across both B2C and B2B audiences, including the DuoComfort product campaign with carousel ad copy and visual direction across four product categories (Chairs, Desks, Accessories, Installed Office Fit-Out).
Brand Style Sheet — developed the updated brand style guide including logo usage rules, refined colour palette, updated typography system for digital and print, photographic style direction, and positioning statement incorporating the refreshed campaign messaging and tagline.
Website Design — full homepage design refresh with updated layout, UX recommendations, promotional hero banner concepts, and the Ergo Lab resource hub page redesign — all produced as design files for their developer to build and develop.
Website Banner Ads — five campaign-specific promotional banners produced for desktop and mobile, covering the core campaign concepts including the brand campaign, Chair Selector, DuoComfort product range, and Shop Now.
Email Campaign — a standalone campaign delivered to Ergonomic Office's existing database via Mailchimp, built around the new brand platform. Designed to reintroduce the brand to a warm audience, spotlight the campaign messaging, and drive traffic back to the website and product range.
Social Media Templates — branded template design suite including static templates for product features, testimonials, tips and educational content, plus Story and Reels vertical format templates, and engagement-style post formats.
Meta Video Ads — video ad creative produced for Meta (Facebook and Instagram) across the brand campaign and DuoComfort product campaign, including 15-second lifestyle and product formats designed to run as paid social placements across the campaign period.

05

Activation

Creative without a media strategy is noise. We built the full media plan.

MEDIA PLANNING

Developed the full channel strategy and campaign rollout across an always-on brand campaign and product-specific campaign flights. The media plan was structured around two objectives running simultaneously - broad brand awareness to build market visibility, and product-led conversion activity to drive direct enquiries and e-commerce sales.

CHANNEL RATIONALE

Ergonomic Office's audiences sit across digital channels but behave differently within them. Government and corporate buyers respond to credibility signals and are reachable via search when actively procuring. Direct consumers are reachable via Meta with lifestyle-led creative that connects product to physical benefit. Remarketing across both channels ensured that brand-aware prospects were followed through the consideration phase - keeping Ergonomic Office visible at every decision point.

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The Henry

In a city where everyone knows someone who knows you, your reputation often arrives before you do. A drip-feed campaign - like a 10-part video series delivered over weeks - lets you shape that reputation deliberately. Each video shares your expertise, your thinking, your way of working.