Christy Outdoor Living
Private-Label Brand Development
The Challenge
As Christy Sports expanded its patio business, it needed an owned furniture line to differentiate the assortment and control quality, pricing, and positioning.
The Approach
Created a manifesto and four positioning pillars: mountain-tested durability, elevated design, accessible pricing, white-glove service
Established a furniture collection naming convention rooted in Colorado mountain peaks, vetted against clear criteria
Developed customer-facing messaging translating manufacturing details into relevant selling stories by tier
Oversaw photoshoot direction translating the brand manifesto into shot-level direction — per-collection feature call-outs, accuracy standards, and composition guidance
The Result
A fully branded, named, and positioned owned product line, integrated across assortment, marketing, and in-store presentation, with a naming system built to extend as the line grows.
