New London, NC and Winston-Salem, NC — The American Society of Furniture Designers (ASFD) announces their partnership with Fifth Letter, a multi-disciplinary design studio, to craft their 2011 Pinnacle™ Design Achievement Awards campaign.

Fifth Letter will be producing an advertising campaign, call-for-entries materials, winner showcase booklet, presentation materials and a branding refresh for the awards. Furniture/Today will be ASFD’s media partner for the awards and will be showcasing the first ad in the campaign in February.

The Pinnacle Awards, in its 16th year, is the premier design award in the retail home furnishings industry. The purpose is to promote better design quality and to encourage the recognition of furniture designers within the industry. The awards are intended to celebrate designs that are produced in large numbers for sale to consumers through retail stores.

“We’re pleased to be partnering with Fifth Letter to promote the Pinnacle Awards,” said Steve Hodges, president of ASFD. “We look forward to the strengths they bring to help us grow competition entries and general interest in ASFD.”

“We’re incredibly excited about the opportunity we have to work with ASFD on their most high-profile campaign,” said Elliot Strunk, Creative Director of Fifth Letter. “We look forward to seeing what we’re able to create together.”

Founded in 1981, the American Society of Furniture Designers (ASFD) is dedicated to excellence, innovation, education and originality in the practice of furniture design. ASFD serves as the unified voice of the furniture design community, advocating professional practice and integrity at all times. ASFD seeks to demonstrate the value of design to the furnishings industry.

Founded in 2005, Fifth Letter is a multi-faceted design studio that makes a difference for their clients by delivering tools that provide value through communication. Fifth Letter’s clients include UNC Greensboro, SECCA and The Wooden Group.

SOURCE: American Society of Furniture Design

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