Russells Curtains & Blinds brand

Russells Curtains and Blinds is a real kiwi success story. Originally a fabric merchant, they are now one of New Zealand’s largest manufacturers of custom-made curtains and blinds. We have partnered with them for several years and in that time, we’ve refreshed and further evolved their brand, built two websites, managed multiple sales campaigns and monthly social media, filmed TVCs, and overhauled their marketing channel mix.

Brand

The journey to who Russells are today began with a visit to their factory in Nelson for a workshop and strategy session. We could see they had plenty to talk about, but like many brands, had fallen into the trap of leading with a price-driven message. We quickly identified that the brand needed to be repositioned as a service brand with a superior product and customer experience.

Since 2015 the Russells brand has seen various evolutions; from offer-heavy maildrops to a look that heroed craftsmanship and seasonality. Over time a more elevated, sophisticated look was adopted to position Russells as a style solution provider. Today, we see a return to Russells’ famous purple colour and putting customer service at the forefront of communications.

Video content

People & Homes is a video series we have created with Russells. The content features a Russells customer in their home discussing the process of working with Russells, and showing the finished look. These videos are designed to convert users who are at the decision stage to request a consultation by communicating key brand messages and unique selling points. Each episode comes with additional content that covers what products and fabrics and materials were used, as well as tips from the Russells consultant.