Bed Bath & Beyond Catalog
Concept Development | Creative Direction | Content Strategy
As Bed Bath & Beyond’s Creative Director, I built the $8 billion brand's first-ever internal creative agency from the ground up and directed its creative redefinition and execution. All creative was made by the internal team I hired.
One of the new priorities for the brand was building the furniture business, and creating catalog allowed us to showcase this merchandising area using beautiful verbal and visual stories that brought our new look & feel and voice to life. It also allowed us to ladder up to our redefined North Star: celebrating a happy home life with inspiration and solutions for moments both big and small.
We blended a magazine's editorial, story-driven format with the business's product and sales priorities. Using narrative storytelling that highlighted design inspiration, pro tips and tricks, style advice, and lifestyle photography, our goal was to engage customers to sell the product. These catalogs could be kept on their coffee tables or kitchen counters and returned to for things like home organization blueprints and entertaining ideas.
