For Leland, furniture has the power to evoke a favorite place. So finding moments that spark everyday magic was essential.
Concepting
Photo/Video Direction
Art Direction
Photography Leigh Ann Cobb
Copywriting Austin Roeters
Leland had tasked NEXT to find ways to tell their story—building a verbal and visual language around that feeling you get when you’re in your most favorite place.
“
I knew Leigh Ann Cobb would be such a great fit for this project! It’s fits her personal style perfectly, and she has such a great eye for the tiny moments of magic that might go unnoticed. She’s intentional, subtle and brings a humanistic nostalgia that helped bring Leland’s vision to life in an incredibly ownable way.”
Amanda Mercer!
Capturing everyday magic.
Whether it’s a shaded park, a neighborhood street, or even your childhood dinner table, familiar places ground the spirit and put you at ease.
We helped them find language for the larger story surrounding their pieces—the ability to bring a favorite place into the room. Then, we captured the feelings that inspire Leland's furniture with an evocative and episodic library of assets shot in Northern Michigan.
Every piece of furniture built at Leland embodies that truth. Deeply attached to their Michigan roots, Leland has rich stories of furniture inspired by the places in Northern Michigan that they love most.
Once the new messaging and imagery was added to their website, Leland Furniture held a steady 200% increase in visitors for six months and counting.
“
The event was a smash success, it really couldn’t have gone any better. The reps started using the words and language we’ve been using to describe the brand ON THEIR OWN. We’ve had overwhelming positive feedback from every single one of them, literally makes me a bit emotional thinking about it.”
Abby Cooper
Marketing Manager at Leland Furniture
