For this project, the fictional furniture brand POLA was chosen. It was created as part of a «creative entrepreneurship» course, for which a business plan was developed. This project will establish a communication strategy for this brand.
Communication Theory as the foundation of design: POLA brand
Design is not merely about creating aesthetically pleasing objects, it is a powerful and complex communication process. Every line, material choice, color palette, and functional detail is a non-verbal symbol that encodes a specific meaning intended for the receiver (the user or customer). Understanding communication theory is, therefore, crucial for a design brand to effectively convey its philosophy, build relationships, and succeed in the market.
Arne Jacobsen with an armchair Egg
The communication process model is at the core of our work. POLA, as the sender, creates a message (furniture and brand identity). This message is encoded through the principles of minimalism, natural materials, and "quiet luxury". The target audience (affluent urban residents aged 30-40) decodes this message based on their own context: their taste, social environment, and desire for a status-expressing yet functional home. The feedback we receive (through purchases, social media engagement, designer collaborations) completes this transactional process, allowing us to adjust our offerings.
Two specific theories from the course have been instrumental in shaping POLA’s strategy:
1. Social Exchange Theory (SET):
We view the customer relationship as an exchange. POLA offers high rewards: not just a product, but emotional satisfaction (identity and spiritual needs – feeling of harmony, taste, tranquility), ecological values, and customization. The costs are financial. Our goal is to make the perceived outcome (Rewards - Costs) highly positive, exceeding the customer's comparison level (CL) set by competitors like СОМО or ВОСА, and making the comparison level of alternatives (CLalt) less attractive. Our focus on premium materials and personalization directly increases the perceived rewards.2. Politeness Theory:
Our communication respects the customer's face needs. Positive face (need to be appreciated) is addressed through flattering, exclusive design that makes the owner feel discerning. Negative face (need for autonomy) is respected by offering customization – the client is not imposed a standard solution but is a co-creator. When communicating policies (like lead times), we avoid bald-on-record FTAs and use more polite strategies to maintain a good relationship.Applying Craig’s Seven Traditions, POLA’s communication is multifaceted:
Semiotic Tradition:
Our minimalism, use of natural textures, and soft beige shades are signs that communicate eco-friendliness, calm, and "quiet luxury".Sociocultural Tradition:
We understand that our products are part of reproducing a specific social order – the lifestyle of successful, design-conscious urbanites.Cybernetics Tradition:
We manage communication channels (Instagram*, YouTube, Telegram, marketplaces) to deliver our message with minimal noise, ensuring the brand image remains consistent.
(*Meta is recognized as an extremist organization and banned in Russia)
Thus, communication theory is not an abstract concept but a practical toolkit. It guides POLA in encoding meaningful messages into design, building beneficial relationships based on exchange and politeness, and ultimately ensuring that our brand's values of minimalism, honesty, and comfort are successfully decoded and embraced by our audience.
Presentation for a general audience
The problem and our philosophy
In a noisy world, your space should bring peace, clarity, and joy. POLA believes in design that removes the unnecessary, focusing on honesty of materials, practicality of forms, and the calm atmosphere. We create not just furniture, but the foundation for your well-being.
What we offer?
Eco-Friendly & Honest: We use sustainable materials because we care about your health and the planet.
Customizable: Choose fabrics, sizes, configurations. Your POLA should be as unique as you are.
"Quiet Luxury": Not about obvious status, but about impeccable quality, comfort, and timeless aesthetics that you feel every day.
For whom?
POLA is for modern individuals aged 25-50 (especially aged 30-40) who have achieved a lot and understand that true luxury is harmony, comfort, and self-expression through their environment. For those who choose quality over quantity and design for life.
How to start your POLA story?
Visit our showroom in Moscow to feel the textures
Explore our gallery and feedbacks on Instagram* and YouTube
Order a design consultation to plan your perfect space
(*Meta is recognized as an extremist organization and banned in Russia)
POLA. Design that speaks softly.
Presentation for a professional audience
