robin

Lead the creative execution of a multi-channel, multi brand campaign for Williams-Sonoma, Inc.’s first proprietary mattress and sleep health brand, Robin.

overview

The Robin brand was launched in 2017 as Williams-Sonoma, Inc.’s entrance into the growing market for sleep health. Boasting exclusive availability across five established brands, both in store and online, and in partnership with Sleep Score System’s advanced sleep monitor, the primary creative challenge quickly became cutting through the noise to give our customers a consistent and compelling message.

PROCESS

I joined the Robin project 6 months after it’s initial launch to provide strategic support as the lead creative. After an initial review revealed existing Robin marketing underperforming, I enlisted a multi-disciplined team of six across marketing and creative to conduct deep research to identify and prioritize our efforts. The findings pointed biggest gains including fine-tuning the messaging, re-shooting the product, and taking stronger control of creative across all brands and channels.

RESULTS

With the support of my team, we were able to launch a whole new set of standards and creative assets across digital and print. I directed new photo for use across our brand sites, and catalog spread. In partnership with our 3D imaging team at Outward, I develop realistic 360º digital renderings, and sliced views of our mattresses to showcase the inner construction for the first time. The new creative, and messaging was successfully able to clarify the value and provide a more compelling message.