A TOTAL MAKEOVER
After 15 years as an e-commerce marketplace that had ‘everything you needed’ for home, Wayfair wanted to stand for a higher purpose of self-expression and inclusivity of style. My team dreamed up The Wayborhood a fictional yet familiar place where every style has a home. Instead of newspapers, kids throw pillows from their bikes, neighbors play chair-ades, adults run to the ottoman truck and there are bookclubs about rugs.
This is a place where modern minimalists and moody maximalists live in harmony. Everything in the brand house needed a makeover with a new tagline, refreshed logo, updated jingle, new design system and social media playbook.
Four days. 4 :30 films. 20 stills. And over 50 social videos.
Howdy Waybors
As we launched the campaign Wayfair opened its first store in Chicagoland and The Wayborhood influenced the entire concept. From way finding throughou the departments to the mural on the side of the building, our campaign became part of the DNA of the shopper experience.