Story
Tile Collection
into a
Turning
CONTEXT
A growing tile brand expanding into commercial markets needed more than a visual refresh. Their existing website failed to communicate product differentiation from competitors. A complete redesign was needed to elevate brand positioning and create a more intuitive, story-driven experience.
IDENTIFIED OPPORTUNITIES
The brand's "Chapters" collections existed but lacked differentiation; each collection looked and felt the same. The opportunity was to give every Chapter its own distinct story, visual identity, and tone, transforming a templated catalog into a compelling brand experience.
ROLE
Served as the internal UX lead and Project Manager, bridging strategy and execution, leading the website redesign, and overseeing marketing content and brand rollout.
PROCESS
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PROCESS ▪️
Conducted a content and photography audit, uncovering inconsistencies in product imagery and outdated descriptions that no longer reflected the brand's shift toward a higher-end market.
Analyzed competitor websites to understand traffic patterns and user behavior, revealing that visitors gravitated toward the newest product releases, informing how we prioritized and structured content.
Transformed the founders' "Chapters" concept into the core storytelling framework, a previously underleveraged brand asset. Each collection was given its own narrative and visual identity, turning a generic catalog into a differentiated brand experience.
Conceptualized and introduced an interactive digital flipbook experience to bring the Chapters catalog to life online. The format created a tactile, magazine-like interaction that distinguished the brand from competitors and drove stronger user engagement with the collections:
Directed room scene production and marketing content to ensure a consistent, elevated brand presence across web, print, and social channels, translating the Chapters narrative into every touchpoint.
Orchestrated a simultaneous website and trade show launch, aligning marketing, development, and content teams to deliver a cohesive brand rollout under a tight deadline.
Impact
Successfully launched 3 distinct collections: residential, commercial, and outdoor, each with its own narrative and visual identity under the Chapters framework.
New brand narrative drove organic social media growth, attracting influencer partnership inquiries and expanding the brand's digital reach.
The trade show validated the commercial market opportunity, with attendees showing stronger interest in the commercial line, directly informing future product strategy.