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 next.
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We spoke with a range of empty nesters, from newly retired to seasoned homeowners, to gather insights into how they feel about their homes.
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Tons of it. We combed through Reddit threads and scrolled through countless Facebook groups.
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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. In such a vulnerable and uncertain life transition, messaging should feel empowering, not reductive.
