Union Wood Co is a Vancouver-based furniture studio. We’ve worked together since 2009—across four website iterations—as the business evolved from a small salvaged wood shop into a respected, design-led brand known for its quality and craftsmanship.

Business Challenges

When Union Wood Co began in 2009, it focused on reclaimed wood furniture and vintage items and needed help telling its story and being discoverable online—without advertising.
As their designs became more refined, the challenge shifted to repositioning the brand beyond its salvaged-wood roots, targeting the higher-end, design-led furniture market.
By 2022, growth had outpaced internal clarity, and rising direct-to-consumer competitors made it harder to stand out online. Brand strategy and positioning needed realignment.
My Role & Approach

I guided the brand and content strategy through each stage of its evolution. Initially the focus was on storytelling and local SEO to build awareness and drive organic traffic. As the company grew into a premium furniture studio, I shifted to audience-focused content, national SEO, and an improved website experience to better reflect its elevated positioning.
Ten years later, I led a strategic process to close gaps in brand clarity and refine positioning. Through analysis and defining the brand foundation, the team gained alignment and a clearer sense of direction. This led to a 2022 brand refresh and website to strengthen brand coherence and boost organic performance.