LaDiff is a furniture store in Richmond, VA that stays true to their in-store experience. they have the largest selection of contemporary and modern furniture on the east coast.

the ask:

Determine the demographics of LaDiff's current customer base and improve their marketing efforts to better reach them.


We created a survey to distribute in the Richmond area. We also conducted a focus group, in-depth interview, and secondary research about the furniture industry and consumer buying habits.

the problem:

LaDiff's inconsistent branding has left consumers feeling disconnected from the store's true identity.


1. When shopping for furniture, the in-store experience matters to consumers.

2. Consumers do their research online before making a purchase.


Curate vignettes in-store that allow consumers to envision LaDiff's spaces and pieces in their own home. 

Add virtual reality and customer reviews to bridge the gap between the in-store and online experience, encouraging customer involvement with the brand.

Engage in more traditional advertising that fits their image as a modern and contemporary furniture store.

my roles:

Client liaison 

Focus group and in-depth interview leader

Customer persona

Brand positioning

Digital and online execution

meet the team:

Jonathan Castaneda

Amanda Yoon 

Joe Brooks 

Shelby Valeriano 


      phone: (757) 903-6825

want to connect?