The Brief:

The Client: Room & Board is a modern furniture and home decor retailer founded in 1980. They specialize in high-quality, sustainably made American furniture — built to last and designed to help people create comfortable, intentional homes.

Goal: Increase Room & Board purchases by 20% among Boston area Empty Nesters.

Target: Retired Empty Nesters: Parents (aged 55-70) looking to downsize their homes to design a dream space to spend retirement in. They feel excited to begin a new chapter of life while experiencing nostalgia for a space where they raised their family. They want to revisit what features of a home made it feel like their own before they had children.

Consumer Problem: It’s intimidating to redesign an entire home later on in life.

Insight: After years of crafting life around their children, Empty Nesters can build a space that is entirely theirs.

Key message: Room & Board puts you first after years of you putting your kids first.

Desired Action: Feel supported while reimagining your home and purchase from Room & Board.

Creative Executions: