Emerald Outdoors
Turning the Furniture Market Inside Out!
Creating a brand identity and go-to-market visual campaign without an ideal portfolio of assets can be a challenge OR an OPPORTUNITY! While the Marketing Manager at Emerald Home Furnishings, the company launched a new division to bring outdoor furniture sales to their existing line of retailers. My role in creating a confident brand and visually cohesive product launch helped this division reach 85% of expected first year revenue in its first 6 months of sales.
Services
Creative Direction
Visual Identity Design
Print Design
POP Signage
Photo Editing
Emerald Outdoor needed to leverage parts of an existing, familiar brand and types of point-of-purchase materials with a unique and clearly identifiable outdoor lifestyle look to ensure retailers would have the confidence and tools to engage with this new market share. However we didn’t have a lot of time or a lot of good quality photography assets.
I designed collateral pieces, using the color block style to mimic the feeling of outdoor pillows, but also allowing the use of smaller imagery since many photo assets weren’t high resolution. The sun ray background immediately invokes a feeling of bright, warm days and allowed for the circular white space as a perfect visual rest for the logo mark.
Another challenge this line created was fabrics constantly changing. The images below of the circular chaise group—the lighter original and the brown edited—required creating my own fabric-textured color swatch, and applying it through various photoshop layers to achieve the desired look and balance.
Additional responsibilities included:
Designing print and digital advertising and event graphics.
Creative direction and collaboration with the product development team and Asia sourcing offices for future photo shoots.
Creating a style guide and design templates for marketing collateral and sales presentations.
Managing all language compliance logistics with our international office for items being sold into Canada and Mexico.
