The Why:

The consumer knew California Closets—a leader in luxury space management—as a company that simply organizes homes. But at their core, California Closets is a company that designs better lives. To shift and elevate perception, we needed a content experience that connected authentically with consumers, beyond their organizational needs. It could not feel like a sales pitch, but a tactile center of gravity that inspired the consumer to achieve beauty by way of order—and see the potential of a life well-designed.

As VP of Content & Creative for the agency Redbird, I led strategic development, editorial direction, and execution of this project in partnership with our client California Closets and a small but mighty internal team.

The Articulation:

In the age of digital, we saw the solution in print—and developed Ideas of Order, a tangible, editorially-rich print magazine that would act as the heartbeat of the brand.

Inspired by a Wallace Stevens book of poetry, Ideas of Order positions 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 marrying beauty, accessibility, and inherent value, Ideas of Order connects with the reader while also establishing the brand as a thought leader—inspiring without insisting, and creating desire without selling.

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.

The Response:

Ideas of Order exceeded expectations with a 42x ROI only four weeks after print, requiring an immediate additional print run of 50k to answer consumer demand. To expand accessibility, we created an Ideas of Order microsite, which grew leads by 10% over any other channel. 

Additionally, the magazine took home five industry awards: the Content Council’s top two Pearl Awards for Best Magazine: Editorial and Best Magazine: Design, the Content Marketing Institute’s “Project Of The Year” and “Best New Print Publication” awards, and the International Award Associates Muse Creative Award for “Best Magazine”.