Dwell Store
marketing creative

Art direction, omni-channel marketing, visual merchandising

Year-round, I planned our team's creative, content, and visual merchandising strategies to sync up with strongly developed campaigns to drive sales and brand awareness and spread good design.

Roles: Art + creative director, brand + marketing strategist

We strategically sought out and executed omnichannel marketing opportunities to further our success and increase our visibility beyond e-commerce, while also driving direct traffic through traditional channels. As the brand and creative lead, I ensured that our voice, look, and feel remained consistent across all platforms.

Our marketing efforts spanned various channels, including contextualized commerce, digital and print advertising, email campaigns, pop-ups and events, physical press kits, and VIP outreach.

Email

Year-around campaigns. Email marketing was executed via weekly dedicated store campaigns and Dwell editorial integrations.

Event curation + signage

For our SoHo installation, we recreated a live still life of a shot from one of our photo shoots (center). Surrounding the still life, we had six vignettes hanging to tell the stories behind the products.

Events

For our New York pop-up installation in SoHo and other events, we made product cards for visitors to take home if they were interested in the product shown—or just wanted a design keepsake.

Print

The Dwell Store featured at least one ad in every issue of Dwell magazine and special Dwell editions as well as ads in supplemental publications.

Marketing handouts

Knowing the power of printed materials, we always had takeaways at every pop-up, trade show, and event where we were present.

Co-branded products

We launched both new and co-branded products, and promoted them through magazine ads, at trade shows and pop-ups, and online (site, email, social, and digital advertising ).

Direct mail to VIPs

To give a little extra to our top supporters, we created the Dwell Store VIP program and sent out a special discount code and a branded card by mail.

Packaging

Thank You card inserts were created for customer packages. I suggested these be modeled off of postcards—with a blank back—so they could be used by customers while also serving as marketing.