Wayfair Retail Expansion As Wayfair expanded from a digital-first retailer into physical retail, I helped shape the customer experience across brand systems, store environments, launch campaigns, community activations, and retail marketing.
Wayfair Retail Experience & Brand System
Challenge: Translate Wayfair's digital-first brand into a physical retail experience that could scale across future store locations.
Role: Led the development of Wayfair's retail brand system, defining the visual language and customer experience across signage, environmental graphics, packaging, murals, branded moments, and experiential touchpoints.
Impact: Established the foundational retail design system for Wayfair, creating a cohesive in-store experience and a scalable framework for future expansion.
Wayfair Retail Marketing Launch Campaign
Challenge: Introduce Wayfair's physical retail presence and create a scalable launch system for new store openings.
Role: Led creative development across five markets, building an integrated campaign spanning OOH, social, email, print, direct mail, landing pages, and in-store communications.
Impact: Established a repeatable framework that drove awareness, engagement, and opening-weekend traffic while supporting Wayfair's retail expansion.
Design used across roadside bulletins and site landing pages
Print ad
Badges & logos
Social Media
Wayfair Grand Opening Event Activation
Challenge: Build local awareness and excitement for Wayfair's first physical retail store while introducing the brand to the Chicago community.
Role: Led creative for the "Welcome Wagon" activation, bringing Wayfair into neighborhoods through a branded mobile experience featuring giveaways, refreshments, prizes, and community engagement ahead of opening day.
Impact: Generated strong local buzz, attracted hundreds of visitors during opening weekend, and helped establish awareness for Wayfair's retail debut.
Retail Marketing Photography Art Direction
Challenge: Introduce the sensory experience of shopping at Wayfair and reinforce the brand's transition from online retailer to physical destination.
Role: Led art direction for retail marketing photography, creating the touch. feel. love. campaign platform. The imagery focused on human interaction, materiality, and real moments of discovery inside the store.
Impact: Established a distinctive visual approach that brought Wayfair's retail experience to life across marketing channels.
Wayfair’s Retail Brand Illustration
Challenge: Develop a signature visual asset that could bring warmth, storytelling, and cohesion to Wayfair's retail environment.
Role: Art directed a custom toile-inspired illustration system with illustrator Julia Emiliani, translating the Wayfair experience into a whimsical world of home, community, and discovery.
Impact: Established a distinctive brand element used across retail environments, packaging, merchandise, and customer touchpoints.
