BIRCH LANE BRAND POSITIONING & DIRECTION

For the AllModern 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 contemporary “eclectic” approach from its founding. Working with their team, we leveraged keen behavioral insights by providing a styltistic mix that would match real consumers actual purchasing history to maximize resonance. I also 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 AllModern that is more stylistically-driven with core personas that meet and exceed the competition.

DESIGN PROCESS

EDITORIALLY-BASED USER PROFILE POSITIONING

ASSORTMENT-DRIVEN POSITIONING

POSITIONING WAS SPLIT INTO PRIMARY VS. SECONDARY STYLES ALONG WITH DETAILED STYLISTIC DIRECTION FEATURING WITH INSPIRATIONAL EDITORIAL IMAGERY ALONG WITH SKUS FOUND WITHIN THEIR SITE.