Elmwood WorkAboutCareersPeopleNewsContact Comma Home Turning a restful moment into a movement How can a home goods startup with a pro-social mission define its identity in an already-crowded D2C market? And do it in two weeks? A design sprint. New York 02:26 PM RESTFUL HELPFUL The Tension At a time when pro-social initiatives have become a successful business model, and direct-to-consumer bedding is an over-saturated category, consumers can feel confused and conflicted: what does doing good and living well look like? The Power We found inspiration from what was right in front of us: Comma’s name—a punctuated cue to take a moment, to relax and recharge. Elmwood NY leaned into Comma’s mission to donate 10% of its earnings to organizations that help the homeless, and crafted Comma’s guiding brand story, identity and digital activation around the concept of turning a restful moment into a movement. “Elmwood helped us think about our brand strategy, centering and focusing our minds on the right questions and issues we needed to address. They led us down a smart path with the utmost care and professionalism.” HENRY CHEN, FOUNDER AND CEO OF COMMA HOME Sign up for nuggets of inspiration and news straight into your inbox. LONDON 27 Gee Street London, EC1V 3RD +44 (0)20 7637 0884 london@elmwood.com NEW YORK 598 Broadway 10th Floor, New York, NY 10012 +1 (646) 2530520 newyork@elmwood.com SINGAPORE 759A North Bridge Rd Singapore, 198727 +65 6298 1858 singapore@elmwood.com © 2021 Elmwood. All rights reserved Privacy Twitter Facebook LinkedIN

Elmwood WorkAboutCareersPeopleNewsContact LW Theatres Staging the extraordinary Seven theaters owned by the visionary Andrew Lloyd Webber had one shared ambition: to be the most successful theater group in the world. But first, LW Theatres needed a distinctive identity to unify and amplify its presence. New York 02:26 PM MAGIC MAINSTREAM The Tension Each of the seven iconic theatres has a unique spirit and story—so much so that the LW Theatres group identity was being upstaged. The Power The new identity reclaimed the artistry of its visionary leader and reignited a shared purpose: bringing magic to every moment, big and small. Because every stage is an opportunity to turn ordinary into extraordinary. “I am delighted with Elmwood, from the first moment, they blew us away with their creative approach right through to actually delivering the project. This is the first step in helping us achieve our ambition to become the most successful group of theatres around the world.” JULES ARNOTT CCO, LW THEATRES 01 / 05 < > Sign up for nuggets of inspiration and news straight into your inbox. LONDON 27 Gee Street London, EC1V 3RD +44 (0)20 7637 0884 london@elmwood.com NEW YORK 598 Broadway 10th Floor, New York, NY 10012 +1 (646) 2530520 newyork@elmwood.com SINGAPORE 759A North Bridge Rd Singapore, 198727 +65 6298 1858 singapore@elmwood.com © 2021 Elmwood. All rights reserved Privacy Twitter Facebook LinkedIN