Wayfair believes Home shouldn’t be
so scary
Shopping for home fills people with anxiety. We should know. We asked thousands of shoppers about it while working on Wayfair’s rebrand.
As the founding member of the brand team, I developed Wayfair’s first mission and vision.
With the foundational components esablished, I created a personality to bring the brand to life.
No brand is defined without its voice. Creating a personality led to brand attributes.
“Sometimes I think to myself, how the hell did I do this job before you joined? Copy and design have never worked together so well.”
And finally. With thousands of insights, five attributes, a personality, many trips to the keg, and a promise to our customers —the brand book work began.
