Introducing luxury reimagined

THE PROBLEM

Prior to my tenure at Wayfair, the company launched the Perigold brand very quickly (almost rushed). It lacked a cohesive brand identity that resonated with its target buyer—affluent, design-savvy consumers who expect a high level of quality and service. The brand’s initial story and visual system didn’t fully align with the luxury experience these shoppers sought.

What We Did:

• Clarified the Brand Story: Repositioned Perigold as the online destination for premium home design, balancing exclusivity with ease of access.

• Developed a Signature Visual System: Hired a brilliant pattern designer to craft the trademarked Perigold pattern, ensuring a distinct, recognizable brand element across all touchpoints.

• Elevated the Messaging & Tone: Defined a voice that was elegant yet unexpected, speaking directly to luxury buyers without feeling elitist.

• Refined the Target Audience Positioning: Established a data-backed profile of Perigold’s core customers and their shopping behaviors, allowing for more strategic creative and marketing execution.

Creative Director: Annie Chin