Reframe wool as a naturally beautiful, durable, and livable material that doesn't require compromising on practicality. Celebrate the inherent qualities of wool — its warmth, tactile texture, natural soil resistance, and resilience — positioning Easy Care Wool as an elevated rug designed for real life.

Bridge the gap between Ruggable's established identity as a washable rug brand and consumer expectations of premium natural fibers. Overcome misconceptions that wool is delicate, difficult to maintain, and impractical for everyday living, while communicating its benefits without creating confusion around care requirements.

Developed an integrated, education-led campaign built around two pillars: Design as Texture and Performance & Ease. Established a refined, editorial visual identity and cohesive storytelling across paid media, organic social, e-commerce, CRM, and PR to showcase wool’s natural beauty, durability, and everyday practicality.

This project was a collaborative effort across multiple partners. At the time, I supported the project as the Senior Graphic Design Contractor.

• Partnered with the Art Director and Brand Creative Director to review creative concepts and present campaign work to stakeholders.

• Collaborated with the design team to concept and execute campaign creative.

• Designed digital deliverables across e-commerce/site, CRM (email and SMS), paid acquisition, and organic social.