Pottery Barn: The Value Edit

Interning at Williams-Sonoma during college, I had the opportunity to brainstorm a marketing initiative for Pottery Barn, from concept to copy, and developed a campaign called the Value Edit. I wanted to target my own demographic – twenty-somethings beginning adult lives – with the goal of adding youthfulness to the brand identity and converting a new generation of consumers. The most important elements of the branding capsule were weaving current trend interests into an aging company and emphasizing affordability without cheapening the image. I also made an effort to stress the sustainability values of Williams-Sonoma, especially in paid and organic social.

I presented this project to the executive board at Williams-Sonoma and it was implemented across digital marketing channels in late 2022-early 2023.