This is What Organized Feels Like

Meet the Client

Closet Factory is a national leader in custom home organization, transforming everything from closets and garages to home offices and laundry rooms. With franchises in major U.S. markets, they have become a trusted name in home organization by combining custom craftsmanship with thoughtful, personalized service.

Closet Factory partnered with Zion & Zion to modernize their brand, unify marketing efforts across franchises, and implement a data-driven strategy that matched both the sophistication of their systems and the emotional transformation they deliver to customers.

Challenge

With decades of success behind them and ambitious growth ahead, Closet Factory needed a modern marketing approach that supported both their national brand and local franchises. The goal was to create a seamless, emotionally compelling journey from first impression to design consultation and beyond. They needed a unified brand voice, a deeper understanding of their audience, and a systemwide approach to marketing that could drive performance at scale.

Insight

Our discovery process began with customer journey mapping to identify key touchpoints across the path to purchase. This process revealed that booking a free in-home design consultation was the critical pivot point in the customer journey. This event significantly increased close rates, making it the most valuable action to optimize for.

Audience analysis using Mosaic data helped us build distinct personas and dashboards for more targeted messaging and market-specific performance tracking. Simultaneously, brand discovery revealed a key emotional insight that Closet Factory’s custom systems don’t just organize spaces, they help people feel calm, confident, and in control.

Solution

Our end-to-end strategy transformed how Closet Factory connects with customers.

Drawing on archetype and brand personality frameworks, we defined a new brand identity rooted in emotion and clarity, brought to life through the message “This Is What Organized Feels Like.” This idea became the thread that connected every customer-facing touchpoint from direct mail to showroom signage.

Zion & Zion also led a complete website redesign from UX testing, building wireframes, through development, focused on guiding customers to book a free design consultation, the most valuable conversion event in the journey.

To power smarter, more targeted marketing, we implemented an AI-driven call tracking solution. This system classifies inbound calls and feeds data into a customer data platform (CDP), enabling real-time performance insights and personalized messaging across digital channels.

The result was a fully integrated, scalable marketing foundation that aligned national branding with local franchise needs, rooted in emotional resonance and driven by data.