Room & Board Creative Strategy

About the Client

Room & Board is a modern furniture and home decor retailer. Founded in 1980 and headquartered in Minneapolis, Minnesota. The company puts an emphasis on American manufacturing, focusing on high-quality design.

Here’s how we got there.

THE ASK – Develop a creative campaign for Room & Board that speaks to empty nesters redefining what “home” means after their children leave.

THE CHALLENGE - Empty nesters feel intimidated by redesigning an entire home later on in life.

THE SOLUTION - Reframe home redesign as a supportive process through Room & Board, making it feel tailored to how empty nesters want to live.

We spoke with a range of empty nesters, from newly retired to seasoned homeowners, to gather insights into how they feel about their homes.
Tons of it. We combed through Reddit threads and scrolled through countless Facebook groups.
We conducted a deep dive into competitors and visited the Room & Board store in Boston to experience everything they had to offer firsthand.

Meet the Retired Empty Nester

Contrary to belief, they aren’t sad or lonely. In fact, they’re a lot happier than you’d think.

For some, sadness and loneliness are a very real part of the retired empty nester experience. For others, this stage marks a return to the freedom of a kid-free household, without the added stress of work.

They’re navigating a new tension at this stage of life.

The kids have left, but the house is still built around the life they left behind. Empty Nesters finally have the freedom to make their home their own, but first, they have to figure out what “their own” actually means.

Room & Board helps Empty Nesters reframe downsizing as an upgrade, transforming newly open space into a home that finally reflects who they are now.