Article

Mission
From online furniture store to home brand.

Challenge
Article grew fast on a clear promise: well-designed furniture at a fair price, delivered to your door. At scale, that promise became easy to copy. Growth now depended on giving customers a reason to choose Article beyond price, and on a brand platform that would work as well on a product page as on a billboard.

Insight & Vision
Value gets someone to buy once. A point of view brings them back. We built the platform from research, not instinct: market orientation, customer profiles, industry trends and the competitive landscape, all distilled into one clear way of speaking to the customer.

Brand Platform
In partnership with the SVP of Marketing and the Director of Customer Insights, I led the development of a new brand platform and took it across the organization. It unified how Article spoke to customers at every touchpoint and became the foundation for the brand's next stage of growth.

Copy & Content
I led copy direction, the tagline and content strategy across digital, social and out-of-home.

Team
I led a team of writers, product education specialists and content strategists, and built the systems and frameworks that let brand and product storytelling run at scale.