La-Z-Boy, once an American living room staple, wasn’t being considered by modern consumers. Our refresh re-centers the brand around comfort by transcending the physical. Every touchpoint aims to build La-Z-Boy into a soulful refuge with a more holistic expression of modern comfort.
Welcome to your “Ahhh" Place.
Working alongside La-Z-Boy leadership, we crafted the new identity to honor La-Z-Boy’s legacy while reimagining its future. What started as a chair became a sanctuary, and what began in function evolved into feeling. Your “ahhh” place.
- Brand Strategy
- Branding & Identity
- Experiential
- Retail
A sculpted logotype inspired by the curves of a recliner and the original logo.
The system: Designed to exude comfort. Designed to last.
The refreshed brand marks La-Z-Boy’s evolution from furniture maker to modern lifestyle brand. From utility to emotional refuge. Every expression is as intentionally crafted as the products themselves: soft in form, warm in tone, and built to last.
A warm, sensory palette grounded in calm.
Built from the gentle curves of the new logo, each layout and pattern feels effortlessly comfortable.
Every detail is designed to comfort the senses, including a signature scent.
The new photography captures the many dimensions of comfort—physical, mental, emotional, and social.
Voice and vision in harmony.
Comfort isn’t just how something feels. It’s how it sounds. The new voice is confident and inviting. Clever without trying too hard. Reassuring without ever being soft. It’s a tone that’s down to earth, emotionally aware, and ready to exhale. It meets customers where they are by acknowledging what quality furniture needs to do both mentally and physically.
More than a makeover. A north star.
The new identity is more than aesthetic. It’s a strategic shift and a guiding light for the brand internally and externally. It anchors La-Z-Boy’s omnichannel growth, retail reinvention, and digital transformation—ensuring the brand can live consistently comfortable across every touchpoint.
We shared the new identity with a group of analysts, and one of them looked at it and said, “I get it. That’s comfort.” When a financial analyst can instantly grasp the essence of the brand, it speaks volumes about the power and clarity of this new identity.
— Christy Hoskins, VP, Chief Marketing Officer at La-Z-Boy
Ban Reclining
Flying in airplanes can be a high-altitude hellscape. It’s one of the rare situations where reclining is the antithesis of comfort. La-Z-Boy, the inventor of the reclining chair, boldly took up the mantel of airline etiquette as part of a campaign to [checks notes] deter passengers from reclining their seats.
- Social Media
- Out of Home
- Earned Media
- Creative Campaign
Just ahead of the 2025 holiday travel season—with AAA projecting a record 5.84 million travelers taking to the not-so-friendly skies—La-Z-Boy launched an effort calling on people to support a reclining ban. By signing a pledge at BanReclining.com, they could be entered to win free La-Z-Boy recliners and $500 flight vouchers.
The brand did its homework, commissioning a custom study with Haris Poll that found 41% of American adults would support a ban on passengers reclining their seats on domestic flights.
A series of social vignettes and influencer collaborations (with the likes of Passenger Shaming) boosted the pledge call for friendlier in-sky seat etiquette. Paid media activations took place in Time Square and throughout concourses at major travel hubs: Ronald Reagan Washington National Airport, Detroit Metropolitan Airport and the Minneapolis-St. Paul International Airport (via in-terminal Wi-Fi pre-roll and digital signage).
407,163
People signed the pledge (giving their contact info to La-Z-Boy for future engagement).
2.9B
Impressions in USA Today, Newsweek, Fortune, Tavel + Leisure, CNBC, The Sun, Travel Noire, The Daily Record, The Latin Times and elsewhere.
120+
Unique broadcast placements in 34 of the top 35 DMAs.
The Decliner
There's no feeling more satisfying than indulging in the joy of missing out — or JOMO — from the comfort of a La-Z-Boy recliner. To reinforce the brand’s new platform, Long Live the Lazy, our creative technology team designed and fabricated The Decliner, a first-of-its-kind recliner prototype that uses AI to generate an excuse to decline last-minute invites. By simply pulling the handle, The Decliner creates a text message to be used as a response. The Decliner serves as the main character in a wildly successful earned creative campaign.
- Social Media
- Emerging Technology
- Earned Media
- Creative Campaign
La-Z-Boy
La-Z-Boy
La-Z-Boy
For a chance to win a Decliner of their own, consumers submitted the most creative excuses they’ve ever used to protect their JOMO. And influencers created content to amplify attention to the contest.
By tapping into the JOMO trend and creating an object of desire, La-Z-Boy gained massive attention by placing its ultra-comfortable furniture front and center.
WORK THAT WORKS
1.1B
Media impressions
200%
Increase in web traffic
50%
Sales increase