Leveraged consumer insights and performance metrics to establish Wayfair's visual brand identity as one that resonates with customer's style preference and shopping habits. This led to the notion that spaces shown throughout Wayfair's advertising needed to feel inspirational but also attainable. Ultimately positioning the brand as the destination for a wide range of styles and budgets. Through this I was able to lay the groundwork for how I contributed to evolving the brand over the years.
Established the look and feel of the Kelly Clarkson and Wayfair partnership as well as developed the evolution of that look and feel over the years to what it is today. I personally designed each set and led the installation and art direction during filming.
Led set design and product curation with an emphasis on leveraging coded branding through color association to strengthen Wayfair's brand linkage; in turn, growing awareness and customer affinity.
Established the look and feel for several of Wayfair's international geo's including Canada, Europe, and the UK. Focusing on appealing to the nuanced shopping habits and style preferences for each customer base, I was able to create a brand identity that was unique to these areas. I then filtered them through the Wayfair lens to ensure visual cohesion on a global scale.
Designed holiday ads that not only resonate with the Wayfair global brand, but also speak to where customers are emotionally throughout the season. Led production design, product curation, and onset art direction.
Led character development to resonate with Wayfair's younger demographic. Designed each set and obtained sign-off from business stakeholders. Remotely led studio build teams to ensure sets were ready for installation upon arrival. Led installation and art direction while filming.
Designed a series of retargeting ads that are meant to be disruptive while mapping back to the Wayfair brand. Sets were designed in a way that feel theatrical with a conceptual sense of reality. Along with designing the sets and choosing the product, I also led the installation and art direction while filming.
Contributed to the launch of Wayfair's social media channels by defining brand identity, selecting featured products, and set design. This video shown was our first viral post gathering over 1 million likes and catapulting Wayfair's brand awareness throughout the social media landscape.
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.