PRODUCT LAUNCH
Event Coordination
Direct Marketing
Public Relations
Editorial
Brand Partnerships
Creative Lead
The Homage to the Square product launch was a multi-channel campaign in collaboration with Mutina and the Josef and Anni Albers Foundation, which I helped lead from concept through execution, spanning public relations, print editorial design, event strategy, direct marketing, and digital outreach.
My role included coordinating PR placements with Interior Design and Luxe Magazine, designing the print editorial campaign, managing event logistics, and providing creative direction. I also oversaw email campaigns, curated audience lists, retargeting efforts, internal communications, collateral, and the partnership with Bleo Paint to promote their Josef Albers paint collection, while leading the creative team to develop digital content.
PRESS/ EDITORIAL
New York Times
Interior Design Magazine
For the Interior Design editorial placement, the ad was created to highlight the range and visual impact of the Homage to the Square collection. The composition focused on color variation, symmetry, and the relationship between gloss and matte finishes, using light play and layered product styling to emphasize depth, texture, and dimension. The goal was to present the collection as both artful and functional.
EVENT
My Role
My role centered on building a highly targeted experience from strategy through execution. I curated email lists to reach interior design principals and directors at select firms, developing a direct marketing strategy that used email campaigns to build anticipation without fully revealing the collection. I led event operations while coordinating internal and external communications with sales, the Mutina team, and the Josef and Anni Albers Foundation, to build a personalized client list and ensure staff were briefed. I also guided the creative team across communication design and collateral, content direction, logistics, styling, and guest engagement, including the development of an interactive creative activity that encouraged attendees to connect with the collection in a more memorable and hands-on way.
Photography by Gabrielle Ravet
Source: Nemo Tile
CREATIVE DIRECTION
The creative direction for the Homage to the Square launch focused on a cohesive visual story across every touchpoint. I led the design direction for each email campaign, briefing the creative team on content strategy, visual tone, and campaign messaging. This extended into the event experience, where I guided the styling of small details, including table designs, tile pairing flatlays, layout planning, tote bag swag, and print collateral.
