Design Character Campaign
Art Direction • Creative Strategy • Print & Digital Integration
I developed and directed the “Design Character” campaign for the seasonal launch—an initiative showcasing how our rugs bring individuality, personality, and creative spirit into interior spaces.
My Role & Contributions:
Concept Development: Created the core theme “Design Character” to emphasize the unique personality behind each design, tying product features to human expression.
Creative Direction: Led the design team in building cohesive visual language across print and digital touchpoints—catalogs, social assets, trade show graphics, and showroom displays.
Visual Identity: Established a bold typographic system paired with expressive lifestyle photography and product close-ups, highlighting both artistry and craftsmanship.
Production Oversight: Managed all stages of execution, including layout design, color correction, vendor coordination, and quality checks for large-scale print materials.
Cross-Team Collaboration: Worked closely with marketing, sales, and photography teams to ensure brand alignment and messaging consistency across platforms.
Impact:
The campaign elevated the brand voice by associating rugs not just with home décor, but with individuality and lifestyle. It reinforced Nourison’s positioning as a design-driven leader and supported sales conversations with a fresh, modern narrative.
Social Media Design
or the Design Character Campaign, we developed a multi-phase social media strategy that rolled out across Nourison’s Instagram, Youtube and TikTok channels. The campaign was designed to build momentum over time, starting with teaser images and short-form videos to introduce the concept, followed by lifestyle photography, product close-ups, and motion graphics to highlight the collection’s unique details. Each phase was tailored for platform engagement — reels and TikToks to maximize reach, carousel posts and stories for deeper storytelling, and behind-the-scenes content to add authenticity. By blending images, video, and dynamic content, the campaign successfully showcased the personality of the brand while engaging audiences across multiple touchpoints.
e-blasts
We designed a series of e-blasts highlighting five unique characters, each paired with curated rug styles and visuals. The campaign was strategically rolled out in phases to build anticipation and engagement, with each send focusing on one character’s story, imagery, and product recommendations. This phased approach allowed us to maintain audience interest over time while showcasing the breadth of the collection in a cohesive and visually compelling way.
