Hygge & West
Content Strategy for a Wallpaper Brand Pivoting into more Product Categories
“Wolf Craft was the perfect solution for us since we wanted to start doing our own PR. They helped us create a PR and messaging strategy that we could implement ourselves.
Wolf Craft’s strategic industry audit is an invaluable resource. It saved us a lot of time (and money) as we built our new website.
They provided smart, actionable insights that have had a lasting impact on how we message and create content.”
— Christiana Coop, Co-founder of Hygge & West
Services
Strategic Industry Audit
Roadmap for High-impact Website Updates
Blog Content Strategy
Industry
Home Goods
Surface Design
Textiles
Hygge & West specializes in one-of-a-kind designs and high-quality home goods made in collaboration with designers, artists, and makers.
The Challenge
Refine the web presence of a well-established brand while maintaining their core identity
Consumer brands reinvent themselves all the time. Successful pivots have one thing in common—they stay true to their essence even while modifying things like assets, graphics, and copy. This ensures the brand continues to be familiar to their core customer base.
Our Goal
Elevate the Hygge & West brand as they pivot from a wallpaper company to a home goods brand
When Hygge & West reached out to us, they were looking to refine their brand as they expanded beyond wallpaper into home goods.
Beyond engaging their existing customer base, they wanted to improve their trade program, secure media coverage, engage with influencers, and develop a content strategy that would support their growth goals.
Our Solution
Give Hygge & West specific actionable instructions (with examples!) for high-impact website and content updates
Our approach addressed three key areas:
1. Identify opportunities to stand out in the crowded home goods category
We conducted an in-depth Strategic Industry Audit of Hygge & West’s competitors and top home goods brands to identify effective website, storytelling, and marketing tactics.
2. Map out website updates that will elevate the Hygge & West brand
Drawing connections between Hygge & West’s goals and our Strategic Industry Audit, we developed a roadmap for strategic website updates.
The final report outlined specific suggestions to help Hygge & West engage with target clients and the media, including how to restructure existing assets and create new ones. Each of our recommendations included detailed notes on next steps and specific industry examples.
3. Develop a blog strategy to showcase Hygge & West’s point of view and partnerships with artists
Our Strategic Industry Audit included a comprehensive review of “best-in-show” blog post examples from peer companies.
We leveraged this research to identify blog-wide recommendations, develop an SOP for new posts, and outline specific content ideas that would help Hygge & West meet their content and growth goals.
“We’re more than happy to recommend your services – you were very helpful to us!”
— Aimee Lagos, Co-founder of Hygge & West
Results
1. An elevated best-in-industry website
Before
After
Homepage before:
X Banner image that doesn’t indicate H&W is a home goods company
X Product spotlight section lacks detail
X CTAs are crowded and confusing
X Instagram round up leads to inconsistent assets on homepage
Homepage after:
✔️ Banner is a styled in-situ image
✔️ Clear elevator pitch copy that states exactly who H&W is and what they sell
✔️ Product spotlight section with titles and colorways
✔️ More information about the H&W brand and how their products work
Before
After
Designers page before:
X No context for who these people are
X Graphically heavy designer logos
X No links to shop specific designer products
X Descriptive paragraphs that are very wide, making them hard to read
Designers page after:
✔️ Short, clear copy that contextualizes who their design partners are
✔️ Elevated overall formatting and visuals
✔️ Links to shop for every designer
Before
After
Blog page before:
X Blog name that doesn’t relate to the content or brand
X Vague blog post titles
X Inconsistent visual assets
X Throw-away content, Instagram roundups
Blog page after:
✔️ Elevated blog name that relates to the content
✔️ Clear sorting icons based on theme
✔️ Featured post at the top
✔️ Post titles that relate to the story
✔️ Consistent visual assets
Before
After
Product page before:
X Limited in-situ images
X No information about this design
X Does not lead a customer to related products they may like
Product page after:
✔️ More and bigger in-situ photos in various colorways
✔️ Information about the pattern design
✔️ UGC helps potential buyers visualize the product in their space
✔️ Highlights key value props
✔️ Customer reviews
✔️ Links to related products
2. Blog guidebook with next steps and top-tier examples
Below are two examples of recommendations that we included in the 40-page Custom Blog Roadmap we put together for Hygge & West.
Let’s work together
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