The Birth of a RevolutionSoCozi™ by Southern Motion
A revolution in comfort technology.
Southern Motion, a well known leader in motion furniture, partnered with Cozzia, a luxury massage chair brand, to develop a new and innovative product line. The unique combination of air massage and heat therapy technology and well-designed chairs and sofas was new to the furniture industry. After two years of research and development, the product was ready to be introduced at the Spring 2018 High Point Market.
The birth of a brand.
Southern Motion partnered with THS Creative to develop and launch this new and innovative product line. THS conducted extensive research and analysis of the massage chair category and developed consumer and retail profiles. Based on the results, THS began the development of naming, identity development and brand strategy, and SoCozi™ was born.
Client Southern Motion
Skills Brand Strategy, Brand Development, Identity, Graphic Design, Photography, Website Design & Development, CGI, Showroom Design & Installation
“Our partnership with THS led to the most successful brand launch we have ever had. Our success during our Spring market launch was more than double our expectations with a close rate of nearly 100%. The sales tools that THS developed have allowed us to continue the success after market. The response and demand have been outstanding. I have never seen anything this exciting out of the box in my career.”
– Jennifer Davis, Vice President of Merchandising
Close Rate at Market
Orders Over Projections
An experience like no other.
The EXP™ Technology brand was developed to identify the exclusive air cell massage, heat therapy and lumbar support technology specifically engineered for the SoCozi™ collection. This strategy helped to enhance the features of this collection.
THS created a CGI video to show the working components of the EXP Technology.
THS Creative designed the SoCozi™ showroom space for Southern Motion’s launch during the Spring 2018 High Point Market. The space was designed to embody the brand story of the SoCozi experience and to create an environment in which visitors could relax, restore and renew. This concept has been modified to be available to retailers across the country.
Sales Material Development
A major area of development for the launch focused on education and consumer insights for the massage chair category. A sales brochure was created to convey statistics and buyer information for the Southern Motion sales representatives, as well as retail customers. This information helped highlight the product and buyer advantages to increase sales opportunities.
Several hangtags and decals were developed to convey the product advantages to the consumer.
Website Design & Development
THS Creative designed a branded website to convey the brand positioning and specific health and wellness features of the product.
Southern Motion received industry attention including several features in Furniture Today.