Wayfair Exclusive Brands
As creative director for the portfolio of brands, I redefined the brand strategy process, values, and positioning of each flagship brand to drive strong differentiation and create compelling brand narratives that reflected each brand's unique personality and appeal to its target market. By infusing authenticity and character into each, we were able to establish a strong emotional connection with consumers, take them into a unique world dedicated to the style within a mass market brand, and create a lasting impression as an authentic brand.
Steelside
The Steelside brand presents industrial-inspired styles with captivating narratives. Featuring rustic details, raw woods, and metal accents, the collection enables customers to craft an authentic ambiance with a modern twist on traditional designs. Drawing inspiration from the rugged charm of industrial grid windows and the character of exposed piping commonly found in factories, the creative concept infused heritage with contemporary flair.
Etta Avenue
With a fusion of glamorous styles, the Etta Avenue brand establishes an elegant backdrop for everyday living. Adorning customers' homes with luxurious materials, art deco details, and statement-making silhouettes, the collection exudes sophistication. The logo, meticulously designed to mirror the arches and angles prevalent in the product assortment and reflective of the brand's rich history and style, embodies the core values. Combining a bold, custom font with a modern sans serif, it encapsulates the essence of our brand attributes.
Mercury Row
Mercury Row encapsulates modernity and undeniable coolness, providing versatile style that effortlessly adapt to customers living spaces. Curated collections of mid-century design characterized by streamlined silhouettes and edgy details, showcase a thoughtful blend of form and function. The brand's gender-neutral color palette epitomizes a minimal, modern, edgy, and urban aesthetic, harmoniously reflecting its distinctive style. Bold graphics serve as a direct representation of the brand's attributes, creating a visual language that resonates with the contemporary and dynamic essence of the brand.
Sand & Stable
Sand & Stable, where farmhouse charm meets coastal elegance, draws inspiration from the serene places that evoke a sense of tranquility. Infused with farmhouse details, soothing hues, and timeless coastal prints, the collection invites you to embrace a slower pace and transform your home into a comforting escape. The creative vision behind the brand orchestrates a harmonious blend of rustic charm and coastal sophistication, fashioning a haven where relaxation and style seamlessly coexist.
