Flexsteel Partners with Almighty for Its Rebrand

Flexteel logoAlmighty (http://www.bealmighty.com), a digital creative agency that specializes in building user-connected experiences for brands, is working closely with Flexsteel, one of the largest manufacturers, importers and marketers of furniture products in the United States, on its business-wide rebrand. The major brand refresh included a redesign of the Flexsteel logo and all branding hallmarks, as well as a comprehensive new website, all of which have been carefully crafted to connect customers with Flexsteel core values. Enriching the overall user experience, the new www.flexsteel.com designed by Almighty, introduces a clean, modern browsing experience that helps customers navigate the furniture manufacturer’s vast product portfolio on any device. Options to share products directly to social media inspiration outlets such as Pinterest and Houzz give users a new way to connect with their community, bringing 120 years of Flexsteel success to the social stratosphere.

“Repositioning a brand is a challenge at a company with as deep and as rich of a history as ours, but Almighty took the time to understand us, respect our values, and learn about the markets we serve,” says Julie Bizzis, SVP Strategic Growth at Flexsteel Industries. “We needed all of our businesses to be united and represented consistently with one message that resonates with a wider demographic, be it through print, web or social platforms. Almighty’s dedication to bringing our brand to life through a meticulously designed website and user experience lives up to their reputation for giving storied brands new life in the digital age.”

Flexsteel launched its new www.flexsteel.com in July 2015, while the unveiling of the full rebrand will take place at all fall shows featuring presentations and showings by the Flexsteel lines.

“Authentic human insights are at the heart of everything we do, whether we are reconnecting a long-established brand with its audience, or helping a new one to flourish,” says Pete Strutt, VP of Creative, Almighty. “It’s not easy for a 120-year-old brand to contemplate a reinvention, but the leadership team at Flexsteel makes it their mission to exceed expectations. We provided three directions that represented various aspects of what makes Flexsteel special – a strong heritage, timeless elegance, and vibrant, effortless style. Flexsteel then selected the direction that best reflected their aspirations, commitment and support to modernizing and extending their infrastructure. We worked together each step of the way to make that vision a reality.”

 Strutt continues: “The Flexsteel rebrand is the perfect representation of what we aim for at Almighty. This level of collaboration does not result in a final product as much as a lasting experience. We are committed to creating something that will live on as the company grows over the years.”

Prior to the site redesign, Flexsteel had to navigate three separate CMS systems to update site information. With the new consolidated platform customized by Almighty, Flexsteel product and corporate information updates are faster, easier and more consistent. Combined with the new user experience that tends to the needs of the individual in front of the screen while preserving the respected Flexsteel name, the Almighty design has made Flexsteel a true branded house rather than a house of brands. “Almighty addressed the many small details that come with a company-wide rebrand and offered an incredible amount of eye-to-eye collaboration,” adds Bizzis. “They were thoughtful in their approach to the website, took great care in consistency, and reinforced it with creative content. Their approach to this project fostered high levels of mutual trust and a partnership that far exceeded the typical agency/client relationship.”

To see the new Flexsteel website and learn more about its products, please visit www.flexsteel.com. For more on Almighty and its services, please visit www.bealmighty.com.

About Flexsteel

Flexsteel Industries, Inc. is headquartered in Dubuque, Iowa, and was incorporated in 1929. Flexsteel is a designer, manufacturer, importer, and marketer of quality upholstered and wood furniture for residential, recreational vehicle, office, hospitality, and healthcare markets. All products are distributed nationally. Additional information about Flexsteel can be found at www.flexsteel.com.

About Almighty

Almighty creates user-connected ecosystems and experiences that define and reinforce brands with every interaction. By shifting focus and reimagining the customer experience, Almighty helps businesses implement more than just a website, app or location-enabled service. They create purpose-built tools, systems and experiences that engage customers in a connected world, building strong relationships that enable even the most established brands to reclaim a foothold in markets undergoing radical change. The digital creative agency works with some of the world’s most recognized brands including Disney, Georgia-Pacific, L.L.Bean and New Balance. For more information, please visit www.bealmighty.com.