Copywriting
Project · 2026Moe’s
Putting the personality behind Moe's on every page.Moe's Home Collection sells to the trade: interior designers and retailers who are pitched new collections constantly. The FW26 lookbook had to introduce six design directions, debut at High Point Market, and sound like the people who run the company: playful, clever and humble.
The mandate, in the Creative Director's words: clever and playful, with the benefit front and center.
❋ Insights & VisionTrade buyers don't need more adjectives. They need a point of view they can pass on to their own clients. So every direction got a headline with a wink and a body that does the work: what the trend is, why it matters now, and where to use it. The whole book was framed as personal, because relationships are how Moe's does business.
❋ Take It PersonallyA manifesto signed by the co-CEOs, Sara Samieian and Moe Samieian Jr. It sets out how Moe's works, deeply connected to its partners and inspired by what a room can make a person feel, and turns the title into an invitation.
