BIRCH LANE DIGITAL BRAND DIRECTION

During my time with DwellStudio, I had the opportunity to reposition a number of the lifestyle brands owned and operated by Wayfair. For the Birch Lane retailer, I started by looking at key demographics and building consumer profiles that matched real life consumers along with identifying core attributes of their product assortments. This was a distinct shift toward a more editorial approach and away from the hodgepodge approach from its founding. I worked with their art direction team to identify new ways to showcase their furniture and decor items to their maximum effect - this was driven by an understanding of how consumers shopped this type of category. The result was a new Birch Lane that is more stylistically driven to meet and exceed the competition.

CREATE EDITORIALLY-BASED BRAND & DIRECTION GUIDELINES FOR BIRCH LANE

DESIGN PROCESS

EDITORIALLY-BASED BRAND & USER PROFILE DIRECTION

SEASONAL BRAND STORY, PRODUCT & CMF DIRECTION

BI-MONTHLY SEASONAL DIRECTION CREATED FOR SIX USER PROFILES

BIRCH LANE RELAUNCHED BRAND DIRECTION ACROSS SITE, PHOTOGRAPHY & MARKETING ASSETS