Branding & Design Strategy
For the last 10 years I have led the brand design of West Elm, and work on with the strategy team to look for design opportunities to expand the business. The goal have always been to meet corporate strategy with design thinking, looking for design leadership, with profitability and value in mind.
West Elm Brand Foundation
During 2018, with the Partnership with the agency Trollback, we developed West Elm brand foundation work, to define and clarify the brand. The work consisted on defining West Elm core values, the brand purpose statement and the brand behavior and tone of voice. This brand foundation work was an essential tool for internal teams to help build new brand experiences and redefine how to communicate internally and externally.
Design Crew
The West Elm’s Design Crew is the installation and design services that West Elm offers to their customers. The challenge for the last few years have been to increase awareness of the Design Crew program through all our channels.
Water Street
Branding for the launch of the new West Elm’s bath division, including packaging, digital assets, store experience, marketing and press events
Williams-Sonoma B2B
Branding for the Business to Business division of the Williams-Sonoma Inc. brands