California Closets: IDEAS OF ORDER
EDITORIAL DIRECTION & CONTENT STRATEGY
As VP of Content & Creative for the agency Redbird, I oversaw strategic development, editorial direction, and creative execution of the original brand magazine Ideas of Order for client California Closets.
Known as a company that organizes homes, California Closets, a leader in luxury space management, needed to elevate their brand perception—to a company that designs better lives. To achieve this, I led a 10+ person team to create Ideas of Order—a tangible content experience that acted as the heartbeat of the California Closets brand.
In 2017, the inaugural Ideas of Order took home two Gold Pearl Awards from the Content Council (Best Magazine, Editorial and Best Magazine, Design). In 2018, it earned the Platinum Award for Best Magazine from the International Award Associates’ Muse Creative Awards and was a contender for the 2018 Cannes Lions for Best Commercial Publication.
HOW WE DID IT
To elevate the brand, Ideas of Order had to connect authentically—beyond the reader’s organizational needs. It could not feel like a sales pitch, but a tactile center of gravity that inspires readers without pitching product. By marrying beauty, accessibility, and inherent value, Ideas of Order connects with the reader while also establishing the brand as a thought leader. It inspires without insisting and creates desire without selling. The name itself, Ideas of Order, is inspired by a Wallace Stevens book of poetry, positioning the brand in its purest form: a celebratory embodiment of designing a better life—one rooted in calm, confidence, and joy that showcases how personal surroundings become a place from which good emanates into the world.
By ensuring the magazine’s intention (bringing order to chaos) reinforces the brand’s purpose (to design better lives), the book creates a sense of harmony via “everything in its place” and a guiding reassurance of calm amid chaos, humanity amid noise, and life lived fully. And from this, a subtle yet persuasive takeaway reaches the reader: that “all’s right with their world”—or will be with help from California Closets.
CLICK BELOW TO READ THE FULL ISSUES
MICROSITE
Four weeks after the initial print run of 150k issues, demand outran physical copies. To increase accessibility, we developed a microsite to act as a digital counterpart to the magazine – which grew leads by 10% over every other California Closets channel.
ORIGINAL STORIES
In addition to editorial oversight, I authored three stories - click images below to read.
