When I joined a small team at Article, enormous growth was on the immediate horizon for the DTC modern furniture company. My initial role was graphic designer, which quickly expanded into creative leadership as I managed a small and mighty brand team.

During this time I served as the Article brand guardian and lead my team to establish and implement many defining brand touch points in the areas of:

social media strategy and content
corporate brand and HQ environment
seasonal marketing campaigns
marketing events
all product labeling, packaging and support materials for 2000+ SKUs
brand swag
photoshoot planning and on set art direction for seasonal product launches

Article Brand

When I joined the 30-person startup, Article had a brand new logo but required visual standards and definition to be created and applied to many expanding opportunities on the immediate horizon. From day one, I hit the ground running and didn’t stop as the company continued to grow and evolve, and eventually recognized as Canada’s Fastest Growing company.

View more about the Article Brand Book here.

Article HQ Environment

Article moved into a massive Vancouver HQ and required interior and exterior signage. One of my favourite projects was designing the massive neon dot logo that hangs in the atrium.

Watch a video of the neon being made.

Watch a timelapse of the neon install

Product Branding

I was responsible for the development and oversight of how the Article brand was applied to all products (over 2000+ SKUs). This included:

packaging
brand logo labels
product hangtags
assembly instructions

Comprehensive systems were developed to communicate the scope and breadth of the requirements to the vendors, which resulted in a Brand Asset Library.

For a detailed look at the product labeling systems, visit here.

Sofa Testing Studio

Article’s marketing team partnered with Apartment Therapy for a pop-up sofa testing event in Soho as a way to give New Yorkers an opportunity to try out bestselling sofas in real life.

We created a checklist with with a playful ranking system and guests were free to wander and explore and make themselves at home.