West Elm Design Crew

I led the revamp of the editorial direction for West Elm’s Design Crew program, which offers free one-on-one design help. I implemented a messaging strategy and clear value propositions.

At the start of the COVID pandemic in March 2020, we needed to meet our customer where they were at (and quickly). In collaboration with design and marketing, I developed new value props geared towards a more virtual-focused service offerings. And ultimately conveying that we’re here to help them create a home they love.

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