Central Home Brands
EverTru & Oceantex Fabrics
Studio Director & Multidisciplinary Designer
OVERVIEW
Led creative direction for the brand refresh, website redesign, and ecommerce content system for EverTru Fabrics, a high-performance indoor and outdoor textile brand distributed across major national retailers. The scope included a parallel refresh of Oceantex, the brand’s eco-conscious sub-line made from recycled ocean-bound plastics, and the development of a unified visual and content system to support product storytelling across web and retail channels.
THE CHALLENGE
Evolve both brand identities while maintaining product integrity and scaling across retail and digital channels. Develop a digital platform that balances brand storytelling with technical product education while ensuring accuracy across a complex, detail-driven fabric line on Amazon, The Home Depot, Lowe’s, Target, and Walmart.
THE STRATEGY
Defined brand identities and standards with clear messaging around comfort and sustainability. Established a scalable content system to support both digital and retail channels, including structured product navigation for web and printed sample books. Partnered with textile teams to ensure fabric accuracy across production and post-production.
THE OUTCOME
Transformed EverTru and Oceantex’s digital and retail presence into a cohesive platform that clearly communicates product value and brand positioning. The redesigned website improved product discovery and strengthened brand storytelling.
Produced a full suite of digital shelf assets, including product imagery, video, and infographics, deployed across major retailer product pages to support discovery and conversion.
Bark & Slumber
Studio Director & Multidisciplinary Designer
OVERVIEW
Bark & Slumber, a new division of Central Home Brands, is a premium pet bed line developed for retail and ecommerce distribution across Amazon, Walmart, and Chewy. The objective was to build a cohesive, retail-ready brand from the ground up that could scale across packaging, digital, social, and retail environments while supporting a rapid multi-SKU launch.
THE CHALLENGE
Launch a fully developed brand with a distinct identity in a highly competitive pet category under a compressed timeline. The design system needed to support hundreds of SKUs while maintaining consistency across retail platforms with varying content requirements. The production shoot required extensive pre-planning, including sourcing animal talent and managing post-production to meet retailer specifications.
THE STRATEGY
Built a scalable, retail-first brand system designed to launch quickly and perform consistently across packaging, ecommerce, and marketing. Developed structured pre- and post-production workflows to ensure digital shelf content met retailer specifications, supported by a template system that enabled efficient execution at scale.
THE OUTCOME
Bark & Slumber launched as a fully realized brand within the Central Home Brands portfolio. The identity system and scalable design framework enabled the brand to integrate alongside existing and future product lines while maintaining distinct positioning. Pre-production planning supported the rollout of hundreds of SKUs across major retail channels, improving consistency and speed to market.
Developed the core brand identity, guidelines, infographics, packaging, labels, and a template system used across Amazon, Walmart, and Chewy product pages. Partnered with marketing to shape the brand’s digital presence, designing assets for the website, Amazon storefront, social media, and digital campaigns while establishing new brand standards.
Arden Selections Outdoor Cushions
Studio Director & Multidisciplinary Designer
OVERVIEW
Led creative direction and content development for Arden Selections, a consumer-facing outdoor furniture and cushion brand known for comfort, durability, and seasonal style. Developed scalable brand and ecommerce content systems to support product launches and retail distribution across major national partners.
THE CHALLENGE
During a period of brand merger and rapid growth, Arden Selections required a more cohesive and elevated presence across retail and digital channels. Product pages lacked consistency, clarity, and visual impact.
The studio team needed to produce a high volume of SKUs within a compressed timeline while ensuring content performance in competitive ecommerce environments.
THE STRATEGY
Evolved product presentation through lifestyle-driven storytelling, creating consistent, on-brand content across retail platforms while managing studio workflow and production timelines.
Produced and optimized imagery and video for ecommerce performance, and developed a quality control process to ensure accuracy in color, fabric, and product representation across all SKUs.
THE OUTCOME
Produced a comprehensive library of optimized product and lifestyle imagery, video, and infographics deployed across Amazon, Target, Walmart, The Home Depot, and Lowe’s.
Established a quality control process between studio and textile teams to ensure color accuracy during post-production mapping, improving consistency across a large and expanding SKU catalog.
