As brand strategist and design lead, I developed the Ed. brand identity, website, marketing materials, catalogues, and major trade show presence at High Point Market over about six months. The approach required us to abstract complex interior design concepts into accessible style groups like “That Sixties Show,” “Poly Gon,” “Phenomena Botanica,” and “Haiku”—10-15 rotating themes that combined pattern, historical reference, and product curation. 

We got to play with the educational format: creating style groups that felt like mini design courses, experimenting with how much context to provide, testing different ways to filter products by aesthetic rather than just category. Each style group functioned as both education and commerce: landing pages with editorial content explaining the design origin, paired with filtered product collections. We had to commit to a belief that educated consumers make better customers, building real content around each theme rather than just product listing pages.