To evolve AllModern beyond its eclectic roots, the brand required a more intentional, consumer-centered creative direction. Starting with a deep analysis of key demographics, we developed robust consumer personas that reflected real purchasing behavior and lifestyle preferences. These insights informed the definition of distinct decorative styles, grounded in contemporary design references and proven marketplace success to better align with what modern consumers were actively seeking.

This strategic clarity extended into a refreshed visual language for the brand, with detailed seasonal trend direction that photographically and stylistically guided everything from lighting to set design to product placement. The new approach brought cohesion across categories and partnerships, ensuring that each touchpoint—from product imagery to lifestyle storytelling—reinforced a consistent and aspirational brand experience. AllModern emerged with a sharper, more resonant voice that connects with today’s design-conscious shopper.

EDITORIALLY-BASED CONSUMER PROFILING

Consumer & Stylistic Direction developed for Regency & 70s Glam Archetype

Consumer & Stylistic Direction developed for Modern Rustic & Midcentury Archetype

STYLE-DRIVEN ASSORTMENT POSITIONING

To make the consumer profiles work, AllModern needed stylistic direction to showcase their product assortments to evergreen audiences as well as seasonal audiences for more targeted expressions. To help further guide their art direction team, each round of seasonal direction produced also provided SKUs found on their site to ensure a seamless understanding presentation across their site.

STYLE DESCRIPTIONS FEATURING INSPIRATIONAL IMAGERY

MATCHING ALLMODERN PRODUCT ASSORTMENTS USED TO ACHIEVE THESE LOOKS