Bi-Rite Furniture is a family-owned furniture store in Houston, TX. They’ve provided affordable living room, dining room, and bedroom furniture to the Greater Houston area for over 30 years. If you’re from the area, you might recognize their infamous 90s commercial that went, “Where the bean bags are!” Bi-Rite Furniture brought us on as their Fractional Marketing Director after losing their in-house marketing lead. They hired us to complete The Full Bloom package, covering branding, content creation, and improving their online presence. The goal was to modernize their brand presence, create one cohesive brand identity, and streamline processes to cut out third-party vendors. We continue to support marketing efforts, including ongoing SEO and social media; however, the majority of the strategic and foundational initiatives were completed within the first 2 years. This case study is structured to highlight portfolio pieces and outcomes that align with each of the 15 touchpoints in our process.
As with most clients, I began work with Bi-Rite Furniture by completing a comprehensive Brand Review. This included a pre-session questionnaire, thorough planning and preparation, a 60-minute video call, and a strategic roadmap with actionable next steps. During the brand review, we also conducted a SWOT analysis to evaluate the business’s strengths, weaknesses, opportunities, and threats.
Upon completing the brand review, we identified the business’s biggest problems: declining website traffic, inactive social media presence, inconsistent branding across marketing platforms, outdated website design, no post-transactional communication, a nonexistent CRM system, the preferred website domain was unavailable, and uncertainty about what strategies were actually working.
Once the problems were identified, I developed a strategic plan with solutions to address each one. Here’s an overview of the key solutions I proposed:
• Analytics + Tracking: I outlined a plan to set up analytics and conversion tracking to measure which strategies were driving results.
• Brand Identity: I conducted a comprehensive audit of all brand touchpoints, including digital, local listings, print, social media, and the website. I then developed a plan to create a cohesive and consistent brand identity across each channel.
• CRM Implementation: I researched the best CRM systems for furniture stores and designed an implementation plan.
• Email Marketing: I developed a strategy for email marketing campaigns to engage with customers post-purchase.
• Local SEO: I created a strategic plan to improve local search visibility and address declining website traffic.
• Social Media: I outlined a plan to gain access to all social media accounts, rebrand them, and establish a consistent posting schedule.
• Website Domain: I contacted the owner of the desired website domain and developed a plan to acquire it.
Once the brand review was finished, I conducted a Competitor Analysis. The competitor analysis consisted of a pre-session questionnaire, thoughtful planning, a 60-minute video call, and a strategic plan with actionable next steps. We analyzed five key competitors in the same market. We took a deep dive into their brand presence, online marketing strategy, and positioning to uncover gaps and identify opportunities for improvement.
The next step in the process was developing a strong Brand Identity. Over the years, many different people worked with Bi-Rite Furniture; therefore, this led to inconsistencies across the brand. For example, I discovered about seven different shades of red in use, along with varying shades of yellow, white, and black.
As I worked through the brand identity process, I developed a mission statement, tagline, values, color palette, iconography, and typography for the brand. I also addressed the brand’s tone of voice, messaging guidelines, and key messages to ensure consistency across all marketing. Here are a few slides from the brand identity slide deck.
After the brand identity was complete, I moved on to the Logo Design. Bi-Rite Furniture already had a strong logo and local brand recognition, so I didn’t want to change it too much. During the brand review, I discovered there were about three variations of the logo in use, including a chrome version that had become outdated, as the style declined in popularity after 2010.
Although I didn’t design a brand-new logo, I did make minor adjustments to ensure consistency and a polished look moving forward. I updated the logo design with the new brand colors (white #ffffff and black #000000), refined the kerning in the word “furniture,” and ensured the bottom rectangle perfectly aligned with “Bi-Rite” above it.
Once the brand identity was complete, I put together a one-page Brand Guidelines document. This document is to be used as a reference guide when developing marketing materials to ensure the brand always remains consistent. The reverse side of the document features key company information, including contact information and social media handles.
After compiling the brand guidelines document, I moved on to the next step and focused on Photography to help bring the brand to life. Although I’m located in Colorado, I occasionally travel out of the state for client photoshoots, as was the case for Bi-Rite Furniture. In June 2025, I traveled to Houston and spent a week on-site collaborating with the client to produce high-quality visuals, including photography. Here’s a gallery showcasing a selection of images I captured. Several were professionally edited and prepared for digital use, including background removal.
In addition to Photography, I captured Videography while in town. I also helped the team set up a streamlined system so they could easily record new videos after I left. To ensure their success, I visited a local camera store and secured a professional ring light, on-camera microphone, and recording equipment, giving them everything needed to continue producing high-quality content independently. I also created animations for the store to use in digital marketing campaigns. A few of the videos and animations I created are featured below.
The next step in the branding process was developing cohesive Marketing Collateral for Bi-Rite Furniture. Like many of their assets, the existing marketing materials lacked consistency, often featuring varying fonts, colors, and logos. I began by designing a new business card for each team member, creating an easy-to-use template and setting the team up with a streamlined process for reordering as needed.
To better engage with customers while they shopped in-store, I designed a series of four double-sided postcards displayed in clear stands. Each postcard encouraged customers to scan a QR code to sign up for email campaigns, follow the store on social media, or view weekly specials on the website. I also designed a custom pen to be handed out as a branded swag item.
Once the social media issues were resolved, I turned my attention to Email Support. The first step was securing the desired domain name. At the time, the website was hosted on biritefurnitureonline.com, but the preferred domain was biritefurniture.com. Bi-Rite Furniture had previously owned this domain, but unfortunately failed to renew it in time, allowing a third party to purchase it. I reached out the the owner and successfully negotiated to acquire the domain. Once the domain was transferred, I worked with a third-party IT team to set up email addresses for each team member under the new domain.
With the new email addresses in place, I reviewed all contacts in the existing email marketing system. Because the system hadn’t been used in about five years, many contacts had become outdated. I cleaned and exported the list, then closed out the account with the previous provider. All contacts were imported into a new CRM system, where I created reusable email marketing templates for monthly newsletters, sales, and other important announcements. I also developed a consistent email schedule, sending communications 1–3 times per month to segmented portions of the list.
As I moved through the branding process, it became clear that the Social Media presence required a complete overhaul. While I typically avoid scrapping everything, this was one case where starting fresh was the best solution. Over the years, multiple people had managed the accounts, resulting in clashing styles, inconsistent graphics, varying image sizes, low-quality animations, and poorly cropped visuals as dimensions evolved across platforms. The overall presence felt disorganized and disconnected from the brand. To create consistency, I update each platform with a new profile image, banner image (if applicable), description, and changed all handles to @biritefurniture.
I began by removing all existing content across each social media platform. From there, I developed reusable, on-brand social media templates for each channel, created a content calendar, and began strategically scheduling posts. Once enough video content had been captured, I edited videos provided by the Bi-Rite Furniture team and published them across the appropriate platforms. A 9-image grid is included below to showcase a selection of the graphics created. To view each platform in more detail, click the corresponding links below.
Social Media Accounts:
• Facebook: @biritefurniture
• Instagram: @biritefurniture
• TikTok: @biritefurniture
• YouTube: @biritefurniture
Once the desired domain was acquired and redirects were set up, I began work on Web Design. The existing site was running on an outdated theme that had been sunsetted roughly seven years earlier. Therefore, I started by selecting a modern, fully supported theme, then updated all site elements to reflect the refreshed brand, including the new logo, colors, and typography. Outdated graphics were removed, and the navigation menu was reorganized for improved usability. After completing the website redesign, I continue to provide ongoing support, including updating product information, removing out-of-stock inventory, adding sales details, and ensuring the site remains healthy and fully functional. You can see the live site here: biritefurniture.com
Once the website was complete, I started on Analytics Integration to monitor performance on the new domain. I gained access to the existing analytics accounts and configured the new site to ensure all key metrics could be accurately tracked. Conversion tracking was also set up to measure important KPIs and better understand user behavior.
Now that the website was updated and analytics tracking was properly set up, I started to update the Local Listings. I reviewed and cross-referenced each listing to ensure that the website link, descriptions, messaging, logos, and visuals were consistent with the other marketing assets. Each listing was also optimized for local search, incorporating relevant keywords, images, and videos where appropriate to improve visibility and engagement. To view each local listing in more detail, click the corresponding links below.
With the website and local listings in place, I began implementing Local SEO best practices to improve search visibility and attract nearby customers. I started with a comprehensive site audit to identify on-site and technical SEO issues, errors, and warnings. Monthly audits are performed to monitor and resolve new issues, ensuring the site remains fully optimized. Key updates include refining title tags, meta descriptions, alt text, internal linking, and optimizing image file sizes. While no website can ever be “fully optimized,” these ongoing efforts have driven significant improvements over the past year. In addition to addressing on-site and technical SEO, I continue to maintain and optimize local listings as part of a broader off-site SEO strategy.
As part of the local SEO strategy, I conducted multiple rounds of keyword research and used the insights to create new blog posts, develop video watch pages, and update content on product and target pages to boost rankings. Website traffic and keyword performance are monitored weekly to measure progress and identify opportunities. The site now ranks for over 2,300 organic keywords and averages 2,000 visitors per month. Additional data is available upon request for those interested in real-time metrics.
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10. Social Media