ASFD to launch Touching Lives by Design campaign

Cindy W. Hodnett -- Furniture Today, February 15, 2013

To coincide with its communications campaign, the American Society of Furniture Designers has created a new logo.

NEW LONDON, N.C. — The American Society of Furniture Designers is launching a comprehensive communications campaign in 2013, emphasizing the importance of design in the home furnishings industry.

"The end game of our efforts is to stimulate consumer desire with a greater appreciation for our home environments," said Dudley Moore Jr., an independent furniture designer in High Point and president of the ASFD. "By celebrating the intrinsic importance of the furniture designer, we bring public awareness to the purpose of good design."

Coordinated by The Daly Group, a Greensboro, N.C. firm that specializes in home furnishings marketing and communications, the Touching Lives by Design initiative targets all levels of the home furnishings industry.

A new ASFD website will be launched along with an ad campaign in early April, and the society just released a new contemporary logo. Additional communication tools will be implemented throughout the year, said ASFD officials, culminating with a gala presentation of the Pinnacle Awards for product design during the High Point Market in October.

"We are very excited about the image the Daly Group has created with this new logo," said John Conrad, ASFD president-elect. "The new positioning statement - touching lives by design - is perfectly in sync with our profession. The ASFD board believes that the young designers coming into our industry will easily relate and embrace the renewed ASFD."