Closet Systems — Campaign Direction

A retail-first concept that scaled into a cohesive omnichannel campaign.

Led creative direction for a custom closets initiative that began as an in-store signage experience and evolved into a full-funnel campaign across digital and retail channels.

Role | Creative Lead

Directed concept, visual approach, and execution—partnering closely with merchandising, marketing, and production teams to translate product vision into a cohesive customer-facing experience.

The Challenge

Bring a new category to life in-store in a way that felt both aspirational and easy to understand—while building a foundation that could scale beyond the showroom into a broader campaign ecosystem.

The Direction

Developed a clean, modular visual system rooted in clarity, materiality, and hierarchy—designed to guide the customer journey from inspiration to purchase.

Execution

Launched as an immersive in-store experience, then scaled into a multi-channel campaign across digital, email, and social—maintaining consistency while adapting seamlessly to each touchpoint.

Result

Established a scalable campaign platform—elevating the brand and creating a cohesive, consistent experience across all customer touchpoints.