When I joined Article, the modern direct-to-consumer furniture company was poised for significant growth. Starting as a Graphic Designer, I quickly expanded into a creative leadership role, managing a small but impactful brand team and helping shape the evolution of the brand.
As Article’s brand guardian, I led the development and execution of defining brand experiences across every major touchpoint, from digital and physical environments to product storytelling and customer-facing communications. My work included:
Social media strategy and content direction
Corporate brand expression and HQ environment design
Seasonal marketing campaigns
Brand events and activations
Product labeling, packaging, and support materials across 2,000+ SKUs
Branded merchandise
Photoshoot planning and on-set art direction for seasonal launches
Article Brand Design
When I joined Article as a 30-person startup, the company had recently introduced a new logo but needed a complete visual language and brand framework to support its ambitious growth plans. I developed the creative standards, systems, and guidelines that transformed the logo into a cohesive brand experience across every touchpoint.
Working at the pace of a rapidly scaling company, I built and evolved the brand foundation while leading creative initiatives that supported Article’s growth into Canada’s fastest-growing company.
View more about the Article Brand Book here.
Article HQ Environment
As Article moved into its new Vancouver headquarters, I helped extend the brand into the physical environment through interior and exterior signage. A personal highlight was designing the oversized neon dot logo, an architectural feature that creates an immediate and memorable impression upon entering the atrium.
Watch the making of the Article neon logo.
Watch a timelapse of the neon install
Product Branding
I led the development and oversight of Article’s product branding system, ensuring the brand was consistently expressed across 2,000+ SKUs. From packaging and logo labels to product hangtags and assembly instructions, I created scalable guidelines that supported a growing product ecosystem.
To streamline production and vendor collaboration, I established comprehensive brand systems and documentation, resulting in a Brand Asset Library that enabled consistent execution across the entire product line.
For a detailed look at the product labeling systems, visit here.
NYC Sofa Studio Event
Article’s marketing team partnered with Apartment Therapy to create a pop-up sofa testing experience in Soho, giving New Yorkers the opportunity to experience and compare bestselling sofas in person.
To bring the concept to life, we developed a playful guest experience that included a custom checklist and ranking system, encouraging visitors to explore, test, and make themselves at home.
Culture & Brand Moments
From company milestones to team celebrations, I created branded merchandise that reinforced Article’s identity and helped foster a strong sense of culture within the organization.
Take a closer look at these Article projects
