The Why:

The core of the AllModern brand—and specialty furniture retailer—is all about making modern simple. However, the brand differentiated itself from other modern outlets by also being accessible and warm—meaning our print catalog had to do much more than make it easy to discover great modern finds. As Head of Content for the brand, I worked to evolve our editorial strategy from one that relied heavily on functionality to one balanced in ease and emotionality, all while establishing a scalable playbook to use across all future issues.

The Articulation:

By establishing strategic themes to both ground and guide each issue, the catalog became sharper and more poignant—inviting the reader into more than just a beautiful modern house, but a moment in time aligned with their mindset. For our fall issue, knowing our consumer is overwhelmed with back to school, work, and everything in-between, we asked them to escape with us to a quiet respite—where the comforts of modern life empowered rest and relaxation. For the holidays, we helped them make modern merry through a warm gathering place with plenty of space for friends and family. And in January, knowing our consumer is hungry for a house project, we created a how-to edition filled with real-life solutions for every space, style, and scenario. It’s all modern made simple, but also made for real life—and made achievable with the help of a brand that feels like a friend.

The Response:

The redefined catalog not only drove a significant lift in consumer engagement, but cemented the full positioning of the brand—while  the playbook increased execution and efficiency from creative development through production for each future issue.