By Design, an Atlanta furniture manufacturer and retailer, was facing new competition from an international retailer. To combat this, Propel was brought in to reposition and focus the brand message. We researched the brand through employees and customers, and conducted competitive research pinpointing differentiators. We then articulated a near-future brand position and defined and developed a marketing direction for the company. By Design not only survived the new competition, but has expanded to other regions of the country.