Mailers
Wayfair set out to expand beyond digital and experiment with print as a new way to inspire customers. The opportunity was to create something editorial and brand-building that could still drive product discovery and real business results.
I helped build the catalog program from the ground up, leading concepting, layout design, photo direction, and production process development for several of Wayfair’s first print catalogs. Along the way, I designed Wayfair’s top-performing mailer in 2016, driving $1.3M in revenue within the first 30 days—proving the impact of print and helping establish it as a repeatable channel for the brand.
Role: Editorial Design Lead & Photo Art Direction
Catalog
The flagship catalog set the editorial tone — styled rooms, clear product storytelling, and a layout system that could scale across pages while still feeling like a magazine worth keeping.
Holiday Mailer (2016)
The holiday mailer was the breakout — the top-performing piece of the year, and the one that drove $1.3M in 30 days. It paired gift-ready styling with an easy-to-shop layout built to convert.
Holiday Mini Catalog
A smaller seasonal companion that carried the holiday story into a quick, giftable format.
Team & PartnersKrista Casey (Creative Director), Mary Ciccarelli (Design Director), Lisa Lombardi (Copy Lead)