Decorland’s communication strategy – built on customer insight  

The focus of many a pitch is the creative idea. When Decorland invited us to partner with their business their interest was in how we would work with them and the process we would apply in developing a communication plan. By demonstrating our  robust strategic framework, we impressed upon the Decorland management team the importance of data analysis, customer insight and user experience mapping in arriving at a strong creative execution informed by a good understanding of their different customer personas and their purchase triggers. This supports our promise of Ideas with Soul – creative solutions that resonate with shoppers on an emotional and functional level.

As a specialist supplier of window décor (blinds and curtain accessories) and wall paper, available through all Game stores in Africa, Decorland caters to a broad market. We applied our Trigger strategic model to develop shopper archetypes for the décor aisle in Game.

A friendlier identity for a respected home décor brand

We softened the Decorland CI and added the line Express Your View to reflect the enjoyment of making one’s own décor decisions with an accessible DIY range.


After we were awarded the account, the next step was to bring our consumer  archetypes together with the Decorland range. A 2 day photo shoot utilising 4 customer stories captured the needs, aspiration and lifestyles of our different markets in moments of real intimacy. An important creative consideration was to ensure that the styling was inspirational but accessible and relevant to each archetype – who might otherwise be intimidated by high-end interior design cues.


The photography and story developed for each environment and need state is utilised in community newspaper inserts, ad spreads in lifestyle magazines, in-store elements and digital content.

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About the Author craigrafferty

Creative Director for the Whalley Collective Durban