Client
Ashley Homestore
As one of the largest furniture retailers in North America, Ashley Homestore brings stylish, affordable home furnishings to millions of customers across hundreds of locations.
Project Type
Retail Campaign, In-Store Experience, Print & Digital Design, Brand Strategy, Creative Direction
Role
Senior Designer & Art Director
Responsible for leading the design, rollout, and strategic adaptation of national campaigns across local markets. Developed cohesive print and digital collateral, in-store visuals, seasonal campaigns, and environmental graphics that drove foot traffic and reinforced the brand’s visual identity.
Overview
Ashley Homestore needed a creative partner who could take nationally directed campaigns and bring them to life with regional relevance, without compromising the integrity of the brand. The work required not just design execution, but a deep understanding of brand systems, retail strategy, and customer behavior within high-volume, fast-turnaround retail environments.
The challenge was twofold: ensure brand consistency across all collateral, and create compelling, seasonal marketing that felt personalized to individual store markets. These efforts were crucial in capturing attention, driving conversion, and aligning promotions with broader merchandising strategies.
Creative Approach
Operating within Ashley’s brand guidelines, I developed multi-platform campaigns that spanned everything from large-format window graphics to POS signage, banners, flyers, digital ads, and social content. Each campaign was designed to be highly adaptable—scalable across store formats and tailored to match both local promotional calendars and seasonal buying behavior.
To support launches around key retail moments such as Black Friday, Memorial Day, Fourth of July, and Spring Refresh, I led the design of full in-store takeovers. These included front-of-store graphics, directional signage, sale callouts, and lifestyle imagery to create a cohesive and immersive shopping experience.
Collaboration was key. I worked closely with marketing, merchandising, and store planning teams to align creative execution with promotional strategy. I also coordinated with print vendors and regional managers to ensure flawless delivery and installation across multiple store footprints.
Results
The work elevated Ashley’s in-store experience and gave regional managers a campaign system that was easy to implement and highly effective. By translating national campaigns into dynamic local executions, we saw improved customer engagement, more cohesive branding across all touchpoints, and increased sales during high-traffic retail periods.
Ashley stores benefited from a consistent yet flexible brand presence that could be quickly updated for new seasons or promotions—without sacrificing clarity, impact, or speed to market.
