Make Sofology stand out and stand for something in a sofa retail park of cosy sameness. They already had well-crafted, beautifully designed sofas. And a team who were just as carefully discerning as the audience we needed to target.

We just needed a rallying point that joined it all up.

Fussy, it turns out, is the strongest F word we needed. Generally seen as a bit of a negative but for our audience and the Sofology brand it’s about high standards, knowing exactly what you want and not settling for anything less. By uncovering this simple human truth about our audience, we translated this mindset into a strong, distinctive, witty creative idea that gave the brand stand out.