AllModern Catalog

The Challenge

After years of dormancy, the decision was made to relaunch AllModern's catalog program. The challenge was not just to revive a print channel, but to do so in a way that would support the brand's strategic repositioning from a mass-market to a specialty retailer. Furthermore, the work needed to establish a scalable creative playbook that could guide all future catalog launches across the entire Wayfair portfolio, including Joss & Main, Birch Lane, and Perigold.

The Approach

The strategic approach was to develop a foundational brand voice and content playbook specifically for the print channel. This involved extending AllModern’s sophisticated new verbal identity into a long-form, editorial format that could support the brand’s mission of providing curated, high-quality modern design. The goal was to create a system that was both true to AllModern's unique identity and flexible enough to be adapted across the portfolio.

The Outcome

The relaunch of the AllModern catalog was a significant success, driving a measurable lift in customer engagement and reinforcing the brand's new specialty positioning. More importantly, the foundational playbook established a new center of excellence for print creative, creating a consistent and scalable strategy that was successfully implemented for all subsequent catalog launches across the Wayfair portfolio.

My Role

As the ACD and creative lead, I architected the foundational brand voice and messaging strategy for the revival of Wayfair's catalog program. I drove the creative vision for the AllModern catalog to ensure it aligned with the new specialty positioning and then codified that work into the scalable playbook that became the standard for all print channels across the Wayfair portfolio.