Scaling a Luxury Outdoor Brand Through Brand Strategy and eCommerce Design
Client
Post & Porch
year
2025
role
Brand Strategy, eCommerce, Creative Direction
Project Description
Post & Porch is a direct-to-consumer brand redefining curb appeal through design-first outdoor furniture, planters, and mailboxes.
01. Context + Background
Post & Porch was ready to evolve beyond utility products and into a design-driven lifestyle brand. As their product line expanded into new categories like lighting and outdoor decor, they needed stronger storytelling, more cohesive branding, and a higher-performing site experience to support the shift.
The opportunity was to build brand equity while increasing conversion, positioning Post & Porch as a premium lifestyle brand, not just a product vendor.
01. Context + Background
Post & Porch was ready to evolve beyond utility products and into a design-driven lifestyle brand. As their product line expanded into new categories like lighting and outdoor decor, they needed stronger storytelling, more cohesive branding, and a higher-performing site experience to support the shift.
The opportunity was to build brand equity while increasing conversion, positioning Post & Porch as a premium lifestyle brand, not just a product vendor.
02. My Role
I worked as Brand and eCommerce Director, overseeing digital strategy, creative systems, and day-to-day execution across channels.
Directed website redesign and conversion-focused UX improvements
Planned and led seasonal campaigns, creative direction, and art approvals
Created scalable systems for homepage updates, product launches, and editorial content
Managed cross-functional collaboration across paid, organic, email, product, and ops teams
Approved creative across email, social, blog, and product content
04. Approach / Solution
I redesigned key areas of the site to support both storytelling and conversion, introducing editorial-style layouts, a flexible homepage structure, and campaign modules that could be reused and repurposed.
Working across departments, I aligned email, paid ads, social, and blog content under one seasonal roadmap, bringing a consistent tone and visual language to every brand touchpoint. I also led testing on PDP add-ons, product groupings, and content hierarchy to reduce bounce and improve product discoverability.
05. Results / Impact
Increased CVR and AOV through UX improvements and storytelling-focused product pages
Built a scalable content strategy for homepage, PDPs, and seasonal campaigns
Strengthened brand perception with new creative direction and elevated visuals
Established a predictable yet flexible campaign structure adopted across teams
