Oak Furnitureland had ambitious growth targets, but brand perceptions were firmly rooted in the past.

Whilst their product range had expanded and modernised, years of functional advertising had left people with the wrong idea about the brand. We needed to transform Oak Furnitureland’s identity to ensure it felt contemporary and desirable for homeowners today, while celebrating its core values of strength and reliability.

Our brand platform, Grow Your Home, focused on the emotional benefit of furniture that’s built to last. Rooted in the idea that home isn’t something that happens overnight, it grows with us throughout our lives, changing and evolving as our own lives change, with the right furniture to see you through it all.

Our TV ad takes the audience on a journey through three stylish homes – all located in a magnificent oak tree – where we witness key life moments, before hearing the brand’s new proposition: “You don’t just furnish a home, you grow one.”

Over two years, this platform has been embedded across every element of the brand, and every channel. In the process, we’ve reshaped deeply ingrained perceptions, won hearts, and outpaced rival brands in the category.