The new Dwell
Creative direction, client relations, curation, strategy
Dwell built a platform to open up the conversation of good design to its dedicated community. I led creative marketing and contributed to overall product strategy.
Role: Creative director + brand strategist
I worked with brands and media partners to introduce them to Dwell's new direction and platform. My leadership role involved onboarding these partners and helping them establish a strong presence from both a creative and content perspective. This included conducting platform walkthroughs, creating mockups and final designs, curating content, advising on Dwell's style guidelines and brand recommendations, and ensuring that each partner's marketing goals were met and aligned for optimal engagement with the Dwell audience.
I also worked closely with the product and engineering teams to provide design direction and come up with solutions based on external feedback as well as to best highlight paid clients and key content drivers.
In addition, I was the creative brand lead for the sales team. I directly helped drive revenue from campaign ideation, presentations, and prospecting. Brands included previous Dwell Store partners, advertising clients, and other partners.
