Associate Creative Director
In-house · 2020-2023Article
Giving a fast-scaling DTC brand one voice.Article grew into one of North America's largest digitally native furniture brands. At that scale, every channel, writer and product page becomes a version of the brand.
The mandate: build a platform grounded in customer insight that could speak to the customer the same way everywhere, from product detail page to OOH, and a team that could write to it at volume.
❋ Insights & VisionScale exposes inconsistency. A platform built on customer insight, not channel habit, gives every writer the same answer to what Article stands for. We grounded it in market orientation, consumer profiles, industry trends and the competitive landscape, then turned it into initiatives the business could act on.
❋ Brand PlatformIn partnership with the SVP, Marketing and the Director of Customer Insights, I led and socialized a new brand platform. It unified how Article spoke to its customer at every touchpoint and became the foundation for the brand's next chapter of growth.
❋ Team & SystemsI developed the brand's copy direction, tagline and content strategy across digital, social and OOH. I led a team of writers, product education experts and content strategists, and built the systems and frameworks that let brand and product storytelling run at scale.
❋ During My TenureNew brand platform adopted across every touchpoint, from product detail pages to brand campaigns
Revenue scaled to $750M+
