https://www.erinnwood.com/new-index daily 0.75 2017-03-12 https://www.erinnwood.com/work daily 0.75 2020-11-06 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1567898425118-04JF7IWNOGHJDDNAVWFJ/lifeisgood_social.jpg Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1604633233478-Y2MK9U4IYXD8664ZDMG4/fallfashion.jpg Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1604633771048-XOVF7BAOODEB9CAV71MU/ant_2phones_site.jpg Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1604636350026-DTS0MS20LFN70HXBPXZS/sale_2phones_site.jpg Work https://www.erinnwood.com/work-erinn daily 1.0 2023-01-17 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621398750817-X4RKMJ6J843FM6BQLDY3/StyleruleHero.png Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621399299803-Y5GYZOZFWX2IK17YT2ZE/UpholsteryHero.png Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621399348200-EIH5Z5KY4UNIXAFGPQQM/InspoHero.png Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621399569856-MBPNDD90DP6RKXZLO8RE/StaplesHero.png Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621399607979-B1F3UQSD3F9YZFQPW6XH/LifeisgoodHero.png Work https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1621399721818-A67UALZ6QW2M8KM2LHKZ/SylistHero.png Work https://www.erinnwood.com/about daily 0.75 2020-11-06 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1526148804115-I48RTIO7E711U09ES7NG/image.jpg About https://www.erinnwood.com/about-erinn daily 0.75 2024-12-24 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/a6b73bd0-4bb8-4e87-8366-1b9cd600a9c3/ErinnHeadShot.jpg About - Hi there! I’m Erinn. As a Creative Director with over 10 years of experience, I've had the privilege of leading creative teams and shaping omni-channel digital and print experiences. My work spans lifestyle photography, packaging, seasonal direction, and branding, with a focus on driving growth for Fortune 500 companies, retailers, and family-owned businesses alike. I’m passionate about crafting content strategies that are not only elevated and unique but also tailored to meet specific channel goals through data-driven insights. I’ve led brand evolution efforts at Joss & Main (Wayfair) and Raymour & Flanigan, helping to create repeatable, impactful omni-channel content in the home space. At my core, I believe in doing what's right for both the brand and the customer, all while having fun and staying creative along the way. Thanks for stopping by! https://www.erinnwood.com/creative-process daily 0.75 2024-12-24 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/36aa5e0a-6382-467e-9358-c6cd11dbf911/inspire.jpg Creative Process - Design School: Upholstery EXPERIMENTAL DISH | GOALS & INSTRUCTIONS Main Goal: Design a buying guide that empowers our customers to choose the right upholstery for their home. Fueling the Design with Buyer Insights: We grounded the guide in key buyer insights, such as room sizes to consider, trending fabrics and materials, performance and durability factors, and specific product categories. This data ensured the guide addressed customer needs in a relevant, informative way. Collaboration with Copy: Teaming up with my copy partner, we aimed to differentiate this guide from typical product-focused content by honing in on functionality and quality rather than just styling. We kept the focus on a single product category, stripping away unnecessary design clutter, to deliver a clear, straightforward resource that directly supports customers in making confident purchasing decisions. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/b9174d43-e4dd-40da-a50d-836845912704/schooldata.jpg Creative Process How can we fix the fire in the kitchen? Long-Term Optimization: To create a more cohesive and engaging experience, we’ll focus on integrating fabric mixing and matching across key categories, from sofas to accent chairs. This will help customers visualize how to curate a complete, harmonious room. We’ll also emphasize sizing options, including oversized ottomans, poufs, and chairs, to provide more variety and flexibility. Additionally, collaborating with buyers to introduce light wood finishes, prioritize in-stock and ready-to-ship products, and highlight popular choices like swivel chairs will align our offerings with customer demand and seasonal trends. Short-Term Optimization: In the short term, we’ll update our class mix by removing underperforming sections, like the “fill” category, and replacing them with high-demand items like ottomans. We'll refresh the trend copy to better reflect our brand’s current direction, focusing on curves and wood frames—two areas that resonate strongly with our audience. Lastly, we’ll introduce new categories, such as upholstered benches and headboards, to round out our offering and increase variety. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/4c6f9924-a940-44be-a0fd-388535db8a88/art.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/431a619b-74e7-47cc-91af-05b7df30fbc1/crossschool.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/294e8674-def9-43dc-830d-199040a071c3/school.jpg Creative Process EXPERIMENTAL DISH | THE WHY Our goal was to educate customers about different materials in a way that felt fresh and engaging. To do this, we created an experience that blends trends, materials, and stylist insights. The sample shown here is a wireframe first pass, built using a new system designed to streamline our approach. We made sure this experience fit seamlessly into our content calendar, focusing on key product categories and higher-price-point items to align with our business goals. The additional sample included here reflects our brainstorming process, ensuring this concept stood out from similar content. This exercise also helped stakeholders grasp the unique value of the buying guide, demonstrating why it was essential compared to other types of content we typically serve. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/7a58a924-08f4-4312-869c-cf27470cdb9d/data.jpg Creative Process SIGNATURE DISH | TRIAL, ERROR & TESTING Congrats! We've served up our "dish" to the world—now, let's see how it’s received. This step is all about using data and feedback to evaluate the impact of our design. How did it perform? Do we need to tweak the flavors or adjust the presentation? Just like refining a recipe, we analyze the results and iterate based on insights, fine-tuning where necessary to ensure the next iteration is even more successful. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/61c28214-c5fe-4aae-b860-2aa1adc484c8/schoolseasonal.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/3fb9e488-6334-42e8-be06-b753986ca4ba/test.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/4e9de862-23ed-4f9b-8a82-ab1f07bf6c5b/Untitled-5.jpg Creative Process - Style Rules Worth Breaking SIGNATURE DISH | GOALS & INSTRUCTIONS Main Goal: Empower Our Customer This is a snapshot of how my copy partner and I define SRWB (Style Rules Worth Breaking), the key information we gather from stakeholders to get started, and how it aligns with our brand’s experience principles and pillars. SRWB: The pastel color palette was intentionally chosen as part of breaking the traditional design rule that pastels are only for certain seasons or spaces. By incorporating this unexpected choice, we aimed to elevate key product categories like mirrors, furniture, and lighting, while aligning with seasonal direction. This strategic move not only challenged the norm but also empowered customers to explore new design possibilities within these core categories. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/b8509cfe-95ad-4eb5-a714-28044d91affd/WRWB_2.jpg Creative Process SIGNATURE DISH | THE WHY SRWB supported the seasonal direction in multiple ways across both imagery and content. When planning the content calendar, my copy partner and I ensure that over the course of several months, we strategically highlight key topics that support a variety of product categories. We aim to strike a balance between our core brand pillars and experience principles, featuring a mix of inspirational and transactional content. In this instance, we leaned more towards inspirational content, while still maintaining a shoppable feel by calling out specific product categories within the layouts. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/0e9655db-edbf-4eb7-9fd7-6910b7db8b8d/art2.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/595ba3f5-e189-4502-9824-0a7479a71a4f/suite.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/130eab6e-2b7f-464a-9eb5-baa418499f30/planning.jpg Creative Process - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/7f9a0df8-496d-4e07-abe0-2f1d4b1f8de3/scale.jpg Creative Process - The Art of Scale NEW ON THE MENU | GOALS & INSTRUCTIONS Main Goal: Create an educational story about styling with an artistic angle. This project showcases the evolution of content planning, where we tied in high-level seasonal trends across multiple categories to craft a cohesive, educational narrative. The content culminates in a full-site takeover experience, designed to engage and inspire customers. I personally illustrated all of the artwork featured throughout this experience, adding a unique, creative touch to the storytelling. https://www.erinnwood.com/photo-direction daily 0.75 2024-12-24 https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920445129-ZL7L1JAQNH3RAYKBG5XO/SEASONOFLIGHT_HOUSE_DININGROOM1_4000x3600_300dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920162776-8LUNB4319YLV59WF34S3/3DA_Feb23_Outlet1_5588px_3690px_1_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920172226-GNDMZUKAWAQWZ84IHRVV/SEASONOFLIGHT_HOUSE_BEDROOM1_4000x2667_dpi300.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920194771-VCSWAL4KP0URA2BAC51F/3DA_1280_1280_Mar23_OutdoorLaunch_02_300dpi+%281%29.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920258487-DEFJQLDU4KLMTM07B7DG/3DA_2023Q1_Evergreen_SittingArea_4000px_4000px_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920296069-HVY56FVIICYVB9BT50J3/3DA_Jan23_Brand_TopPicks_Entryway_1280px_1280px_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920334500-B1D2OLY92XYEAQWZUOMH/3DA_Jan23_Brand_TopPicks_Storage_1280px_1280px_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920350047-DUNVZBJPHQUE7KQG2N1G/3DA_Jan23_Brand_CozyClassic_Bathroom_1280px_1280px_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920182858-GOOZUJ8OWF31SLXZ8UZZ/SEASONOFLIGHT_HOUSE_OFFICE1_3000x4000_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920217840-3WAOEGSND6ABV3K110VI/3DA_1280_1280_Mar23_OutdoorLaunch_01_72dpi.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920435860-ZPWS72FNJYVD0X4SM6ZF/Lamp+Header+%281%29.jpg Photo Direction https://images.squarespace-cdn.com/content/v1/58c588db1b10e3fe89ed4c9c/1673920502012-VIX1DP6QTQBF09GLPNPV/SEASONOFLIGHT_HOUSE_LIVINGROOM1_4000x3000_72dpi+%281%29.jpg Photo Direction