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.
I wanted to capture the up-and-coming “hygge” movement as well as the noticeable customer love for all designs in blue. I created an editorial spread of the two trends for our winter campaign into An Indigo Love Note to the Hygge Home. Rich tones of blues and grays styled in candlelit set design combined the feelings of the cold weather season with the cozy familiarity of the beloved blue hue.