POTTERY BARN
Explored design directions for Pottery Barn’s bedding and tabletop collections, experimenting with fabrics, color palettes, patterns, and textures. For the bedding collection, I developed three initial concepts, evaluating how each could refresh the assortment while staying true to the brand’s signature style. For the seasonal tabletop concepts, I focused on one strong direction for each, ensuring the designs felt cohesive and visually distinct. Throughout the process, I leveraged market and cultural insights to guide design strategy, developing concepts that were both inspiring and aligned with Pottery Barn’s brand and customer expectations.
URBAN OUTFITTERS
Crafted concept decks and product ideas for Urban Outfitters, focusing on novelty items, wall art, and hard goods. Analyzed trends and consumer behavior to craft concepts that resonated with a young, fashion-forward demographic. Selected directions that balanced trend appeal with product uniqueness, ensuring each piece felt fresh while contributing to a cohesive assortment.
WEST ELM
Set out to explore design directions for a cohesive collection anchored by key pieces such as bed frames, dressers, and side tables. I began with three initial concepts, weighing the strengths and limitations of each before ultimately selecting one that offered the most potential to expand the assortment without feeling repetitive, while ensuring each piece retained its own distinct yet complementary presence. Throughout the process, I balanced functionality with timeless design, keeping the needs of style-conscious, practical consumers as the guiding principle of every decision.
PARTY CITY
Developed concepts for Party City focused on updating the core birthday collection for female consumers, carefully balancing trend-forward elements with timeless design. The goal was to introduce fresh, modern touches while ensuring the collection remained relevant and appealing for years to come as a staple offering. This approach allowed for both innovation and longevity within the core birthday product line.
THE INSIDE
Explored assortment opportunities for The Inside, a Havenly brand, targeting a category with untapped potential. Conducting market research, I analyzed which approach would best serve e-commerce-savvy customers who value convenience, simplicity, and customizable products, ultimately focusing on small goods and spaces and proposing products that added a touch of personalization without requiring a major overhaul. I leveraged market and cultural insights to guide design strategy and develop concepts that felt both inspiring and on-brand for the target audience.
