“This is not just my sofa” advertisement

“This is not just my sofa” advertisement

The Richards Group, Dallas, Texas, 2002

Description

Bernhardt sought to appeal to affluent women who think of themselves as artistic, stylish and unstuffy. To these women, furniture is more than just wood and upholstery. It’s an outlet for individual expression—an art.

Bernhardt needed an advertising campaign to differentiate itself from its competitors and one that showcased its furniture as art. The solution was the marriage of a photographic image of a single piece of furniture and the hand-drawn lettering detailing the thoughts and emotions the furniture evokes. Another touch was to highlight the word “art” in the Bernhardt logo, once again reinforcing the idea of furniture as art.

Collections: AIGA 365: 24 (2003)
Discipline: Promotional design and advertising
Format: Advertisement

Credits

Design firm
The Richards Group
Creative directors
Jeff Hopfer, Mike Renfro
Art director
Jeff Hopfer
Designer
Jeff Hopfer
Illustrator
Elvis Swift
Photographer
Alderman Studios
Production director
Peter Stettner
Production coordinator
Celia Bankston
Production artist
Mike Wharton
Writer
Mike Renfro
Typefaces
Bodoni, Bodoni Book Italic, handlettering
Client
Bernhardt Furniture Company
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