Modern living room with two white sofas, decorative black and white pillows, a wooden coffee table, two tall potted olive trees, and a unique black leaf-shaped chandelier hanging from the ceiling.

Banana Republic Home

San Francisco

2023

BR Home represented a critical step in Banana Republic's journey to become a premium experiential lifestyle brand — a natural extension of the brand's legacy, driven by a commitment to exceptional quality, expressive personal style, and a sense of exploration. The launch positioned BR to offer products for every aspect of their customers' life and style, beyond apparel.

My team and I developed the positioning, brand voice, and messaging for all elements of the BR Home launch and ongoing business — including catalogues, campaigns, website, product descriptions, product packaging, retail signage, and guest service collateral. The work set the foundation for BR Home as a fully realized lifestyle brand within the larger Banana Republic ecosystem.

Creative Direction: BEN SEGAL. Editorial Director: STEVIE WILSON. Graphic Design: NANAKO YANO. Interior Design: NOA SANTOS. Copywriting: EMMA NELSON, CAITLIN ABBER, CAMILA OSORNO, JAMES ARNETT

As seen in Vogue, The Hollywood Reporter,WWD, and Homes and Gardens

  • An image of The Float House.

  • An image of the Float House.

  • Modern living room with beige sofas, large windows, rustic wooden ceiling, and hanging pendant light, decorated in neutral tones.

  • Open magazine or brochure page displaying a photo of beaded chandeliers, a close-up of beads, and an artisan's hand working with beads, with text titled 'The Handmade Story' about South African handcrafted jewelry.

  • An open magazine showing various coffee tables on the left page and a large textured coffee table with text on the right page.