zinc door

BRAND STRATEGY & COPY

Home decor brands and sister sites Zinc Door & Layla Grayce 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 Zinc Door, we devised new creative guidelines that better supported the brand identity: the destination for modern, livable decor. A visual system that leaned into white space, pattern, and pop colors paired with a punchier, more elevated voice allowed us to contemporize the experience while differentiating it from the more traditional Layla Grayce. 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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