Secret Sofa: AI Content System.
Positioning Affordable Luxury
Through AI Consistency
This involved pioneering a scalable, high-design content production model linked directly to the brand’s physical retail experience.
Secret Sofa AI Content Suite
This case study demonstrates the strategic application of AI technology to achieve market differentiation and scalability for the Secret Sofa brand.
Scalable Content Architecture
The foundational project focused on creating a Modular Virtual AI Studio concept
• AI as Mock-up: The project centered on designing a virtual studio space using AI that could simultaneously be suitable for AI video/photography and serve as a mock-up for a physical space. This established a template concept that could be applied to new spaces in the future.
• Aesthetic Integration: To validate the factory-direct ethos, the system embedded authenticity by transforming the physical warehouse infrastructure into a deliberate design element. The “Industrial Studio” concept featured chipboard/timber walls and industrial objects to reflect the retail space, linking raw material context to the final products.
• Design Display: The physical retail environment was conceptualized as a Material Library, emphasizing material palettes, versatile storage, and modular furniture configurations.
Execution: High-Quality Content Deliverables
The Secret Sofa AI Content Suite was designed to produce aspirational visual outputs—while meeting the strict requirement that final assets must not be obvious they are AI
Product Photography
Focused on details for product carousels (Studio, Branded Lifestyle, In-Home styles) [AI Content Summary]. Must capture macro details, including macro fabric and macro stitching
Branded Styled Photography
Mandatory integration of brand props (like Monstera plants) and standard architectural elements, specifically the chipboard/wood background
Product Feature Video
Requires specific shots to convey construction and feel, including a size test (human sits on sofa) and firmness test (hand pushing sofa/feeling fabric) [AI Content Summary, 290, 291]. The content focuses on heroing the product and design detail
Results and Impact: The implementation of the AI-first content strategy enabled the brand to realize significant operational efficiencies while successfully positioning itself in the Affordable Luxury category.
The adoption of Ai Image Generation and a Creative Supply Chain ;
• Cost Reduction: The AI-driven approach demonstrated the ability to reduce project costs by 50–80% compared to reliance on traditional photography methods [AI Content Summary].
• Rapid Scaling: Achieved Scalability Through Innovation [VO content], allowing the brand to consistently generate high-design content necessary for expanding across different markets and customer segments [AI Content Summary].
• Cohesive Brand Experience: Successfully linked digital collateral (web banners, lifestyle shots, social media, and video) back to the physical showroom design (the Material Library/Warehouse look), ensuring every customer touchpoint aligned with the message:
Summary TBC
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'Bremworth'
Changing the name of NZ’s most trusted carpet brand.Simplifying the brand name from Cavalier Bremworth to Bremworth confidently communicated change. The shorter, more digestible evolution of name modernised the brand.
The wordmark’s footprint has been reduced, this allows the brand to be applied at a larger scale. The simpler name is more adaptable across a range of touch points.
Research shows the shorter name is more memorable, has greater recall and improves long term-brand recognition.
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‘Let’s go good together’
A fresh, aspirational, modern tagline.The new tagline grows with the brand – it has more contextual meaning the more it is applied.
It sets the direction for Bremworth to tell it’s stories. Interesting stories. Publicly. Honestly. Authentically.
As a sentence, the line isn’t grammatically correct, this is intentional. It aims to be interesting by being ‘the right amount of wrong’. It’s a modern convention, that’s progressive, memorable and a little bit challenging at the same time.
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New brand. New direction.
Design made for transformation.The fresh, modern, handwritten wordmark is instinctually positive, human and universally appealing. It has a scripted style, is relaxed and organic, as if born from wool itself.
Bremworth’s future focused positioning is supported by a contemporary, bold brand language. The revolutionary system defines typographic, template, photographic, illustrative, colour, video and motion graphic styles. See details below;
