product collections
My role in each of these collections was to set the overall vision and manage the launch. In collaboration with internal designers and our external agency, I contributed direction and feedback for the product design through feedback from our sales team and clients, developed the project brief, set direction for the photoshoot (including choosing furniture/props and product colors with the product designer) and collateral content, created a product folder layout strategy for ease of use for the account managers and clients, set the pricing, and forecasted the product sales.
cut & compose
We designed this carpet collection and an associated campaign to provide a fun, colorful, and healthy flooring product for schools and other commercial spaces. Created as a portion-of-proceeds collection in partnership with The Center for Green Schools, earning a finalist position for a Halo Award from the Cause Marketing Forum in 2016 and winning the School Planning & Management’s 2015 New Product of the Year award. We not only supported our partnership financially but more importantly, raised awareness of the Center and its vision to “put every child in a green school within this generation.”
For the photoshoot, we went beyond the typical corporate styling and constructed spaces that highlighted both the playfulness of the collection and the broader message of healthy schools. This tearsheet is an example of one of the many pieces of collateral developed as part of the launch.
altered
This collection provided a modern visual with colors to appeal to both the education and workplace market segments. In addition to the traditional sales tools, we also created an event-in-a-box for our sales team, consisting of various objects to photograph, filters to “alter” the images from our clients’ mobile phones, and a photo printer.
light series
My first collection. For the photoshoot, we projected color and light onto the walls to mirror the carpet tile patterns. We created two separate tear sheets for the education and workplace markets, utilizing renderings for the first time. Visualization has come a long way since these examples.
virtual spaces
This collection was developed to fill a void in our geometric product offering for the education market. The tear sheet is a quick overview of the collection and is part of the suite of tools developed for the salesforce.
couture
Our product development team originally soft-launched this high-end glass collection in late 2021 (prior to my arrival in 2022). With limited photography, I led the re-launch of the Couture collection for Neocon 2022 (industry show), effectively telling the story of the haute couture that inspired its curation and winning two industry awards (Best of Neocon + HiP). Collateral included 4x4 style cards, a collection overview, and social assets.
wabi sabi
With limited budgets and resources, we launched Wabi Sabi as part of our 2022 Neocon introductions. Collateral included 4x4 product cards and a collection overview. The templates were created prior to my arrival.
glassCAST
Our systems product launches were a bit more robust than our glass collection launches. In addition to the product overview and 4x4 cards, we also added a brochure that included the products value proposition along with technical details.