layla grayce
BRAND STRATEGY & COPY
Home decor brands and sister sites Layla Grayce & Zinc Door needed a refresh—consumers didn’t understand how they differed from one another, nor were they achieving the conversion or engagement metrics desired by the two co-founders. To help create both distinction and differentiation for the two brands, the co-founders hired new creative management including an art director, marketing lead, and myself as the copy lead.
For Layla Grayce, we devised new creative guidelines that better supported the brand identity: an inspired boutique for traditional home furnishings and specialty gifts. A visual system that hero’ed a serif font, clean grids, and a pared down palette paired with an inviting yet sophisticated voice allowed us to emphasize the brand’s classic nature while differentiating it from the more modern Zinc Door. I was responsible for the development of the brand voice and execution of it across channels, overseeing two direct reports.
Across both brands, these changes led to a 53% increase in traffic and 55% increase in conversion.
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