Worthen - “Make It Real” Campaign

Challenge: Luxury furniture maker Worthen faced a sales conversion hurdle. High-quality, custom pieces weren't enough; they needed to forge a deeper connection with design-savvy consumers who craved authenticity and a brand story.

My Impact:

• Uncovering the 'Why': I initiated a factory immersion, capturing 300+ visual assets and interviewing leadership to pinpoint the brand's essence and marketing gaps.

• Defining the Audience: Helped distill research into actionable insights: the target demographic values self-expression through design and requires brand trust.

• Crafting the Connection: I was instrumental in designing an innovative lookbook that transformed passive viewing into active engagement, showcasing Worthen's unique customization power.

Solution: The "Worthen Makes It Real" Campaign We shifted the focus from product to possibility. The campaign's heart was an interactive lookbook employing a "Desire -> Sketch -> Real" visual narrative. This allowed potential clients to see the collaborative journey of creation, culminating in a call-to-action: sketch their dream piece and submit it directly to Worthen.

Results: Worthen loved the strategy that highlighted their customization USP. Our campaign, complete with social media guidance, won our agency pitch competition.