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Huntley by Brown Jordan

ABOUT THE PROJECT

For the launch of Huntley by Ann Marie Vering, I helped shape the creative direction behind what became the most successful launch in Brown Jordan’s 80-year history. The project called for a campaign that could introduce a major new collection with both clarity and impact, while elevating Huntley as a defining moment for the brand.

The creative direction framed Huntley as an expression of refined coastal living, balancing modular flexibility, woven craftsmanship, and sculptural form with a calm, elevated visual language. Inspired by soft movement, material texture, and architectural minimalism, the campaign translated the collection into a cohesive story that felt sophisticated, modern, and deeply aligned with the designer and brand’s intended point of view.

Brand

Brown Jordan

Brown Jordan (Est. 1945) is recognized globally as the leading purveyor of luxurious outdoor furniture that’s designed and constructed to endure the many rigors of residential and hospitality environments, including hotels, country clubs, cruise, wineries, restaurants, senior living, offices and more.

Role

Creative/Art Direction, Graphic Design, Video Editing

I led the creative direction for the launch of Huntley by Ann Marie Vering, developing a multi-channel campaign system that translated the collection’s modular design, woven craftsmanship, and refined coastal character across digital, social, web, email, video, and other collateral.

Scope

Launch strategy, visual direction, social, email, website, collateral, signage, and motion assets

Outcome

Huntley becomes most successful launch in Brown Jordan’s 80-year history

The results yielded a cohesive multi-channel launch identity that introduced Huntley through a calm, elevated, and highly considered visual system

Emails

Process

1. Discover the Story

Following Ann Vering’s vision of coastal fluidity and goals outlined in the marketing messenging brief, I developed a word association web to inform future creative decisions and help shape the campaign narrative.

2. Identify Visual Associations

The sectional’s semi-circle shape was a key influence. Drawing from the word map, I explored circular forms found in Japanese zen gardens, eventually refining the concept into a neuromorphic ripple motif used throughout the campaign collateral.

3. Refine Moodboard + Aesthetic

Building on the ripple, I shaped the rest of Huntley’s campaign identity around a breezy, soft, and almost-surrealistic aesthetic. I wanted the campaign elements to help the consumers feel the softness through their screens.

Campaign System

The final creative system was designed to work across a wide range of launch materials while maintaining a consistent point of view. From homepage features and collection pages to email storytelling, signage, social assets, reels, and supporting graphics, every piece was built to feel connected through a shared language of softness, structure, and modular elegance.