THe Why:

In 2020, AllModern transformed itself from marketplace to specialty retailer through a curated yet accessible selection of modern merchandise. As Head of Content for the brand, I knew we needed to crystalize the brand’s new identity and belief system—that good design should be a standard for all, not a luxury for a few—in a brand book that captured the spirit of our purpose

The Articulation:

In partnership with our creative director, I developed a book that spanned four chapters: Our Journey, Our Community, Our Ethos, and Our Personality—which guided the reader through all phases of our brand development. By telling AllModern’s full story and grounding decisions in the consumer’s mindset, the book contextualizes the brand’s principles—giving them resonance and helping them stick. Additionally, voice, design, and imagery guidelines empower anyone working with AllModern to be a brand steward—ensuring cohesion across all touchpoints.

The Response:

By setting the foundation for the AllModern brand, the brand book became the north star reference for internal teams and external partners—helping all to understand, champion, and present  our purpose in one united expression.