National Office Furniture Launches Latest Collection 'ETC.'

National Office Furniture has launched a campaign created by Craft creative agency Tom, Dick & Harry Creative Co. (TDH) for a new brand of ancillary furniture, Etc. The line combines internationally-inspired designs with National’s industry-leading customer service. TDH came out first in a competitive review that involved several agencies and was awarded the assignment in June 2019.

With a focus on up-to-date, curated collections, Etc. gives customers easy access to the world’s on-trend furniture with the dependability and reliability for which National is known. Parallel to the fashion industry, Etc. will release collections of furniture and accessories that draw from evolving trends and upcoming innovations. Etc. also embodies the idea of respitality-inspired design, in which the aesthetics of home and office furniture are merged.

TDH helped National build this new brand from the ground up, developing the communications strategy, brand logo and identity, website, print ads, product lookbook, sales support materials and social media strategy. The agency also created a multi-channel advertising campaign.

“Launching the Etc. brand has been a wonderful and exciting adventure,” said Greg Reifel, managing partner at Tom, Dick & Harry Creative Co. “From the communications strategy to name development to creating the full launch campaign, every element has been crafted to showcase the brand’s melding of globally-inspired, trend-forward designs with National’s renowned level of customer service.”

“We were blown away by what TDH presented in the review and are excited to have partnered with them,” said Angie Schuch, National’s director of marketing. “Etc. was designed to address the convergence of life and work in today’s workplace, and we feel that TDH was uniquely positioned to tell that story.”

Etc. began a formal launch to the marketplace this calendar year with the product being available through distribution partners. Additional launches are expected to hit the market throughout 2020.