Creative direction, mood board, conception, product curation, styling and campaign execution for Deny Designs — a modern, home decor brand offering tens of thousands of artist-created designs on a number of made-from-scratch home decor products. Every creative initiative at Deny involved facilitating that design process for the customer. With so many designs to choose from, the customer benefitted from any inspiration and trend collections to help narrow their search.
As the creative director and sole designer across every visual touchpoint, my role was to not only come up with relatable and aspirational trend collections, but to also execute them into a product collection, visual storyboard, photoshoot, content, graphic design, email and execution.
With bohemian style increasing in popularity, I wanted to introduce a fresh palette of colors to channel the desert landscape vibe. I combined soft peaches and neutrals with sage and “matcha” greens that felt bright and refreshing. I loved the tones of a desert sunset and the perfect backdrop for our photoshoot was to incorporate earthy, soft neutrals in a red rock landscape. The collection featured art that was within the color palette and included both literal and pattern-based desert landscapes.