Custom Upholstery
Overview
A modular upholstery program designed to make customization feel simple, fast, and accessible.
Translating product complexity into a clear visual system across digital, social, and print.
Role
Sr. Art Director — Led creative direction and system design across all channels.
Impact
Simplified the customization story—turning product flexibility into something intuitive, clear, and compelling.
Creative Direction
A soft, neutral environment allows product, form, and material to lead.
Built on:
Light and shadow for depth
Minimal compositions for clarity
Structured typography for decision-making
Balances inspiration with clarity—helping customers visualize options while reinforcing value and ease.
Execution Across Channels
A consistent system adapted across email, social, and catalog.
Email: Value-driven, conversion-focused
Social: Scroll-stopping moments highlighting modularity
Catalog: Editorial layouts simplifying product features
