Campaign overview

When the (now called) Swivelfly team first approached Hotwire they had a vision and business model in mind to disrupt and forever change the workspace furnishing industry. Bruce Paul, Swivelfly’s CEO, recognised the office furnishing industry was slow to innovate and that there was no great solution for the fast-paced startup community. Bruce had the plan to develop a technology that would automate the unnecessarily complex process of furnishing for startups. Our Strategy and Marketing Services (SMS) team had a plan to bring the brand to life.

What we did

The team of experts within Strategy and Marketing Services were able to transform their vision into a full-fledged brand launch. Our approach spanned five phases over a six-month stretch including, research, strategy workshop, brand strategy, visual identity, and a comprehensive launch. In that time we defined a new market category– furniture-as-a-service (FaaS)–and a brand platform that spoke directly to the hearts of entrepreneurs. Swivelfly had arrived to make workplace furnishing a breeze. The brand would be bold, smart and full of personality. We introduced the Swivelbot, a fun character used to personify Swivelfly’s design-intelligence tool, turning a traditionally painful workplace furnishing experience into as easy as 1-2-3.


After a mere two months following the successful launch of the Swivelfly brand we saw outstanding results. This includes digital marketing and media efforts that produced tangible business results including traffic to the site, leads in the pipeline and influencer engagement. We also saw a 107.3% rate in overall brand awareness among all audiences – per a Google Brand Lift study conducted.

“Hotwire has demystified and simplified a very complex process for us. Our journey with the talented Hotwire team has allowed us to look at our business differently, ask enlightened questions about our future, and focus on strategic differentiation. We’re getting important work accomplished and having fun doing it.”

– Bruce Paul, CEO, Swivelfly

Global reach.
Local flavour.