Background
Joybird is a DTC home furniture brand selling custom, mid-century modern upholstered furniture. Founded in 2014 by Alex Del Toro, Andres Hinostroza, Joshua Stellin and Christopher Stormer, the La-z-Boy sub brand was acquired in 2019, and has a core customer base of primarily millennial and Gen X consumers.
When Joybird approached Darkroom in 2021, its messaging and advertising had stagnated. Joybird was in need of more than a visual identity lift, they needed a messaging revamp that would generate substantial ad recall and brand awareness.
What we did
Darkroom reimagined the Joybird aesthetic and brand narrative — bringing them to life with the “Joy to the Bird” campaign in 2021. The campaign’s hero video emphasized the variety and practicality of shopping with Joybird, and became the brand’s first nationally televised ad, running on ESPN and a variety of other recognizable channels. The campaign was featured in several publications including PR Newswire, Business Wire, and Yahoo Entertainment, and successfully raised Joybird’s market awareness nationwide.