Andrew and Michael, the founders of Finch, a vintage furniture store in Hudson, New York, approached us in early 2024 with a bold vision for the future of their brand. Their goal was simple yet ambitious: to grow their revenue tenfold over the next decade.
We embarked on a collaborative journey to define their unique value proposition and explore how their well-established local brand could evolve from a successful vintage store into a nationally recognized company with the ability to engage a much broader audience. Through in-depth conversations with suppliers, furniture experts, brand enthusiasts, and lifestyle tastemakers—and a meticulous analysis of their business model—we uncovered the key to scaling their success. The answer had been there all along: they were the brand.
Unknowingly, Andrew and Michael had built more than a store—they had created a lifestyle brand rooted in the aesthetics and values of vintage design, with themselves as its most authentic ambassadors.
Building on this insight, we developed a comprehensive brand strategy, including refined brand messaging and a refreshed visual identity designed for a digital-first future. At the same time, we ensured that the brand retained its essence, crafting a roadmap for growth that would resonate with investors eager to support their expansion.
With the goal of gaining national recognition, Finch Hudson aims to bring the spirit of the Hudson Valley to a wider audience—celebrating the vintage lifestyle through a diversified product offering. The new visual identity reinforces this mission, combining creative direction that highlights their unique worldview with a color palette inspired by the Valley’s changing seasons, capturing the warmth and character of their brand.
