When Union Wood Co began in 2009, its focus was building reclaimed wood furniture and sourcing vintage items. My role was to help articulate their story and make the brand discoverable online without any advertising support.

As their craftsmanship evolved toward more refined designs, the bigger challenge became reshaping brand perception—moving the brand beyond its salvaged-wood origins and positioning it within the higher priced design-led furniture market.

In 2022, as the business matured, it became clear that the brand’s growth had outpaced its internal clarity. I identified gaps in their brand strategy and lead a more formal strategic process. This included conducting competitive and audience analysis, facilitating brainstorming sessions with key team members, and helping the company define its brand foundation so that everyone was speaking the same brand language. This work guided another brand refresh and supported the launch of a new website.

My role has been to guide Union Wood Co.’s brand and content strategy through each stage of its evolution. In the early years, I focused on storytelling and local SEO to build brand awareness and organic visibility. As the company grew into a premium, design-led furniture studio, I expanded that foundation with audience-focused content, national SEO strategies, and a stronger website user experience to reflect the brand’s elevated positioning.

By 2020, with a brand refresh on the horizon, I shifted toward defining the brand’s foundation and formalizing its strategy. I refined product pages and ensured the entire website (100+ pages) was optimized for search. The new website launched in 2022 marked the culmination of that work, uniting a clear brand strategy with high-performing, search-optimized content.

The content strategy continues to deliver results: efforts have drawn 46K users from organic search over three years, with nearly 60% of new site users coming from organic search.