DAVIS Furniture
Social media and motion design for Davis Furniture, a family-owned contract furniture manufacturer in High Point, NC, since 1944. I brought the story behind each piece to life through motion and imagery, including six launch concepts for NeoCon 2025, unified by a single visual system.
Project Overview
Project: Davis Furniture, a family-owned contract furniture manufacturer in High Point, NC, since 1944
The brief: Bring the brand’s digital presence, motion, and product launches to the standard of the furniture itself
My Role: Digital brand strategy, motion design, visual storytelling, social media design
Davis has made furniture for more than eighty years. Its pieces come from European designers like jehs+laub and Burkhard Vogtherr, and they are quiet, precise objects. Online, that precision had been reduced to catalog shots and spec sheets. My role was to tell the precise story behind Davis’s furniture visually, with the same care that went into making it.
50K+ Design Professionals
reached through the NeoCon 2025 launch.
6 Launch concepts
Developed within one visual system.
1 Visual Language
The thread tying every concept and channel together.
My Role
Digital Brand Strategy: Started with a point of view before a posting schedule. Gave each platform (Instagram, LinkedIn, Pinterest, Facebook) a clear purpose and set one visual direction that connected them to a single brand. Organic audience grew 54.5% on LinkedIn and 23.6% on Instagram, with more than 6,000 new LinkedIn followers in one year.
Motion & Product Imagery: Designed and animated product motion in After Effects and Premiere. Decided how each piece moves, what the camera shows first, and when type appears. Shaped every edit from raw footage to final delivery.
Launch Campaigns: Led creative for multi-platform product launches, including NeoCon 2025, which reaches more than 50,000 design professionals. Carried each launch from concept to production across social, email, landing pages, lookbooks, and press.
Visual Storytelling & Concept Development: Developed campaign ideas and translated marketing goals into creative briefs. Used generative AI to test directions and build moodboards early, then presented the strongest routes to stakeholders.
Design System: Built a visual system from Davis’s existing brand identity, extending it into web, social, and print. The brand stayed consistent across a combined reach of 25,000.
THE INSIGHT
Contract furniture is marketed through specifications. Davis believes design is a choice.
The insight
The contract furniture industry speaks to specifiers, so its marketing leans on clarity: the product on a white background, the dimensions, the finish options. It is accurate, but it rarely stays with anyone. Davis’s tagline is “Design is a choice,” and each piece is the result of many small decisions about a curve, a joint, a material. The audience, architects and interior designers, makes those same decisions every day. So the work moved from describing the product to showing the choices inside it. A designer does not need to be told a chair is well made. They need to see how it was made.
THE DESIGN
The object leads
Before any campaign, I set rules for how a Davis product moves on screen. The camera travels slowly and follows the form, the way your eye would in a showroom. Details appear in sequence: silhouette, then material, then the joint that holds it together. Type waits until the product has been seen. Because these rules came first, a six-second social loop and a full launch film belong to the same brand.
The launch
NeoCon is the most important week of the year for contract furniture, when the industry gathers in Chicago to see what is new. For 2025, the goal was to tell the furniture’s story in a way that held the audience’s attention. I developed six new ideas, each one showing what a piece stood for, and built them to belong to one system. The campaign began weeks before the show and continued through it, across teaser motion, product reveals, email, landing pages, lookbooks, press releases, and sales materials. Each piece had its own story, and together they read as one launch, so someone who saw a teaser on their phone recognized the product in the showroom. The launch brought greater product visibility and more press coverage.
The system behind it
I built the system from Davis’s existing brand identity. Each of the six concepts was carefully curated to bring to life the designs launching that season, and each had its own story to tell. What held them together was a shared visual language: the same type, color, layout, and approach to image and motion. The concepts stayed distinct, yet together they formed one campaign. The team could produce work quickly without drifting from the brand, and the care went into what people actually see.
KEY LEARNINGS
I began by treating social media as a question of distribution. It became a question of craft. The furniture already met a high standard, and the channels had not been held to it. Once the images and motion received the same attention as the product, the audience responded. I carry that into every project now: the care you put into an image is the care people return to it.