CONJURE COLLECTIONS
CREATIVE DIRECTION / BRAND STRATEGY / PRODUCT DESIGN / VISUAL AND VERBAL IDENTITY
One of my favorite projects at Conjure to date has been creating and evolving Conjure Collections. This project consists of curating furniture collections, determining their brand positioning, and creating the product design to bring those collections to life.
Part of the challenge of this project was to shift our collections strategy away from being New York focused (i.e., West Village Collection) to being more widely applicable for future city launches. Even more importantly, I wanted the collections to be more personality-driven and unique, while not being so specifically delineated that they wouldn’t be able to evolve later on.
process
I grounded the development process in extensive trend research, interior design direction, and a close working relationship with rock-star colleagues Lauren Evans (Growth/Product) and Audrey Simpson (Operations). We collaborated to marry my aesthetic direction for each collection with product availability and growth-driven pricing strategy. We identified SKUs to keep versus retire, and I worked to fill in the gaps to steer the collections in a new direction. From a branding perspective, it was important to ground each collection in a well-developed customer profile and to give each collection a wealth of cultural associations to be used in product naming. As I developed verbal identity strategy and copywriting direction, I worked to distinguish the notes of the voice of each collection, while remaining within the fold of the broader Conjure brand voice.
Below are some discarded options I designed for the collections pages. I liked how fun this option felt and how it used the contours that are a unique part of Conjure branding, but ultimately they don’t get the idea across as quickly as the final option we selected.
final collections
Below are the final designs. The intention of the design is to give the feeling of a mood board that goes beyond furniture, to communicate to the customer that Conjure puts effort into curating unique, thoughtful, edgy collections.
01 Nostalgia Collection
02 Gallery Collection
03 Eclectic Collection
04 Loft Collection
