ROLE - Hardylon guest edit December 2014 to December 2015. Hardylon Stylist Brown Jordan 2016 Catalog

PROJECT Basics - the goal for a venerable luxury outdoor furniture company, celebrating its 70th anniversary, was to reengage with the design community. research proved Brown Jordan was the most recognized name in the luxury outdoor category. culturally (+ commercially) they wanted to turn the conversation from "Yes, I know Brown Jordan" to "Yes, I want brown Jordan".

INVESTIGATE  

  • social platform feeds, mostly populated with commercial catalog shots, needed design authority + vibrancy. engagement had room to grow, particularly w/ designers, media + influencers.

  • catalog art direction was high quality, styling might benefit from stronger editorial voice.

STRATEGIZE 

  • secure Brown Jordan's Position as a legacy business, highlighting key Strategic partnerships acretive to the company's bottom line.

  • effectively communicate its position + vigor to design + wholesale accounts + fans of the brand.

  • utilize a modern social media communication strategy + contemporary catalog styling, focusing on the intersection of design, Product + lifestyle.

CREATE 

  • 12-month guest edit model on social media, using a clean, consistent, high level editorial voice to capture + build on brown jordan's 70 year legacy.

  • curated campaigns developed across all platforms to enhance business goals.

  • Developed a creative look + sound to the feed, expressing an expertise + design sensibility.

  • engaged Hardylon's designer + lifestyle networks.

  • used created content to mine the connections while developing narrative + imagery to deliver the story across all social platforms.

  • delivered consistent editorial voice + STYLING to 2016 catalog shoot marfa TX

WINS

  • followers on the main focus platform, Instagram, up over 750%.

  • engagement per post up 933% on average, with regular engagement with key designers, media, wholesalers + Influencers.

  • editorial styling, used in catalog production to support enhanced creative direction for brand, rolled out across social + web, populating a national advertising campaign.


A SMALL LOOK AT some of the over 300 @Brownjordan1945 Instagram images curated + created during Hardylon's 12-month Guest edit -


Hardylon Editorial Stylist, Photo shoot, Marfa TX

See the 2016 Brown JOrdan catalog here