The furniture, fixtures & equipment industry moves over $60 billion annually in the United States alone. Yet despite decades of digitization attempts — product libraries, procurement platforms, design marketplaces — no dominant software layer has emerged. The industry had resisted every wave of technology that transformed adjacent markets.
 Canoa was built to change that. We designed a fully semantic system of record putting live product data in the hands of designers exactly when and where they needed it. At the platform's center: an AI-powered canvas where designers could build moodboards, scale floor plans, and drag live furniture directly from the marketplace into their designs— pulling budgets and ROMs from the floor plan in real time. Inspiration and specification, finally in the same room. Canoa built a collaborative bridge between designers, dealerships, manufacturers, and end users — positioned not as another design tool, but as the connective tissue of an entire industry. One that finally worked the way designers actually think. The brand strategy highlighted this, centering on giving designers the freedom to fall back in love with their craft. Not by adding more to their process, by removing the friction from it. We built the brand from scratch — across digital, paid, influencer, brand partnerships, physical activations, trade show booths, and community roadshows where we shared our research and built the product openly. Furniture brands, dealers, designers, and end users in the same room and represented in the same campaigns. Every touchpoint reflected the same values: craft, curiosity, and a deep respect for how designers and the industry actually work.