PBteen
Pottery Barn Teen
How do you convince Gen Z to go for made-to-last furniture in an IKEA world?
Each season, I was tasked with creating overarching stories that pair well with our quality products. To communicate accessibility while building lasting brand loyalty, I put forth a genuinely youthful voice while sprinkling tons of helpful DIY tips and design hacks. Better yet, I focused on empowering teens to own who they are and show off what their personal style represents.
The result? A steady increase in the number of catalog requests and an upswing with e-commerce conversion. The topper: bringing traffic back to retail shops in a market dominated by online sales.
Catalog highlights
I approached seasonal storytelling by considering our aspirational imagery and balancing it with a confident brand voice. Focus: headlines, sub copy, callouts, and editing.
Site campaigns
I leveraged copy from our catalogs and added effective product quality content and calls-to-action. Then, I created quotes for guest designers for a complete and fluid experience between channels. Increasing content and a standout identity were just some of the exciting goals our team was tasked with.
