Wayfair — Flagship Store Grand Opening
Led creative for Wayfair’s first brick-and-mortar launch in Chicago, developing a community-driven campaign to build awareness and drive opening-weekend traffic. Directed the “Welcome Wagon” activation and launch event experience — including branded giveaways, local engagement, and in-store programming.
Impact: Generated strong local buzz and drew hundreds of visitors, establishing immediate awareness for Wayfair’s physical retail debut.
Wayfair — Retail Experience & Brand System
Associate Creative Director for Wayfair’s first large-scale retail environment, defining the brand’s physical expression. Led development of a scalable design system spanning signage, environmental graphics, packaging, murals, campaign assets, and in-store activations.
Impact: Established the foundational visual language for Wayfair retail and a system designed to scale across future locations.
Custom Toile Illustration System
Art directed a custom toile-inspired illustration system reimagining the Wayfair customer experience through whimsical, brand-coded scenes. Partnered with illustrator Julia Emiliani and rolled the work out across wallpaper, reusable bags, coffee cups, and in-store materials.
Impact: Created a distinctive storytelling asset used across multiple retail and campaign touchpoints.
