‘Memories From...West Elm’
Self-Devised Project
This project explores the connections we have to the home, and the memories created around a kitchen table. To do this I created a hypothetical advertising campaign for homeware brand ‘West Elm’, focusing on the brand heritage and New York City advertising aesthetics.
Within this project I wanted to demonstrate the shared experiences we each have in the home, whilst still making the brand feel aspirational and desirable to consumers. This was through several methods including billboard advertisements (which were created with the assistance of AI software, Midjourney), in-store exhibitions and social media and digital strategy.
I enjoyed exploring branding within this project and targeting consumers through emerging macro and micro-trends within interior design. This included desires for longevity and sustainability within the home, as well as knowing the backstory and craftsmanship behind furniture.
The Big Idea: Explore the use of storytelling within living spaces, promoting the longevity of the home among new homeowners/ individuals entering independent living, thus encouraging more sustainable practices.
The campaign narrative draws on consumer desires to see into the homes and lives of others, as well as the visual codes of NYC. Within this piece I wanted West Elm to remain as an aspirational brand, yet have concepts and imagery feel familiar to consumers, allowing them to visualise their own lives within the campaign.
Much of the camapign visuals were inspired by the visual codes of NYC including hand-pained billboard murals and postcards.
Since submitting my self-devised project I was also asked to speak about innovation within the industry alongside some other final year students. This discussion was recorded and documented to be used within university communications.