Swoon

Swoon is an award-winning, design-led furniture retailer operating in a highly competitive national market. Brand plays a critical role in differentiation (see: Loaf). Swoon identified an opportunity to develop a distinctive brand language that spoke directly to its home-obsessed audience. SIM7 was appointed to define a new brand voice and demonstrate its potential through high-impact Out of Home (OOH) advertising – creating an identity that felt recognisable, ownable and true to the brand.

Working from data, insight and personas, SIM7 developed a deeper psychological understanding of the brand’s customers and their relationship with home and furniture. We translated this into a brand language built around ‘Home Truths’ – perceptive, often playful observations about how people really live with furniture. The challenge was to make the voice distinctive without tipping into gimmick, and to turn something subjective into a system that teams could use in practice.

We developed a complete brand voice framework and brought it to life across website copy and a suite of OOH concepts. Alongside the creative work, we focused on usability – delivering clear guidelines, practical toolkits and tailored training, including video resources. This ensured teams understood not just the voice itself, but how to apply it confidently and consistently.

The work gave Swoon a clear, distinctive brand voice and a practical framework for applying it across brand, content and campaigns. The OOH creative demonstrated how the new language could translate into confident, characterful communications at scale, while the training and supporting materials were well received internally. Together, this created a brand language designed for long-term use as the business continues to evolve.