Fraser Communications

Design Lab

Leaf Icon Project Overview

National furniture manufacturer Jonathan Louis, a longtime Fraser client, was undergoing an exciting addition to their product lineup: an all-new sister brand of customizable furniture. Jonathan Louis turned to Fraser to help them through every step of the journey – from developing a new brand from the ground up to bringing it to life in stores (and living rooms!) nationwide.

Jonathan Louis Design Lab is a refreshing breakthrough in furniture. Offering more than stylish couches, the collection gives shoppers craving self-expression a chance to bring their personal style to life by choosing every detail to create the sofa of their décor dreams through an in-store app.

Research / Brand Development / Sizzle Video / Website Landing Page / App / Exhibit Design / Social Media Influencer Program / Print Collateral

JLDL Header Image


Launch an all-new sister brand of furniture for Jonathan Louis. Generate awareness, interest and action for both B2B and retail consumer audiences.

What We Knew

Demand for custom furniture was strong – but competition was steadily growing, particularly in the online retailer space. To support brick and mortar retailers, we needed to develop a brand that not only sparked excitement and self-expression but also served as a playful, real-life retail destination – a place where shoppers can actually go for a “test drive” and create their custom furniture. Enter the Design Lab.


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A peek into the possibilities, the Design Lab website’s main intention is to inspire and guide shoppers to Design Lab retail locations to build their custom furniture.

View here >


Sizzle Video

An engaging centerpiece of the Design Lab website, the sizzle video also served as a virtual showroom reveal when B2B tradeshow events were cancelled due to the pandemic.

Social Media

Our strategic influencer program with HGTV design personality Orlando Soria was a creative collaboration that went far beyond the feed – it brought Jonathan Louis Design Lab to life. Orlando designed an entire living room featuring Design Lab furniture, and then created a custom video that captured and shared every detail of the reveal, along with his expert styling tips. Beyond social media, the collaboration was a major highlight at High Point Market, the world’s largest home furnishings exhibit, where Design Lab was first unveiled to furniture buyers.

High Point Market

To entice industry buyers to “enter the Lab,” Jonathan Louis’ tradeshow exhibit called for something out of the ordinary. Bright neon signage, floor-to-ceiling installations and custom illustrations were among Fraser’s many creative solutions that came to life in the showroom.


Shoppers seeking the sofa of their dreams can now turn to the Design Lab’s in-store app, an exclusive retail kiosk experience that allows them to create and customize their one-of-a-kind pieces from the legs up.



A detailed brochure highlighting the Design Lab’s customization options is one of the many in-store collateral pieces that Fraser created to help support retailers.

Print 1


Our work has resulted in a fresh, exciting new brand for Jonathan Louis – one that is already in high demand by retailers and consumers alike. Since the collection’s initial launch in a single retail chain in summer 2020, nearly two dozen additional retailers have picked up the brand across the country, with more stores being added every month.

Jonathan Louis

The video your team created is amazing, we LOVE it!! In 60 seconds the video captures the essence of JL Design Lab perfectly.

— Selene Valle Willis, Vice President | Marketing
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