Golden Hour,
Pottery Barn
For Fall 2023, I art directed a campaign built around “Golden Hour,” capturing the warmth and glow of the season through rich, warm finishes, cozy textures, and timeless silhouettes. From heritage designs and easy decorating ideas to a perfectly layered bed, the campaign translated the comforts and traditions of fall across email, paid social, display banners, and native ads, anchoring the visual language in the homepage experience to create a cohesive, autumn-inspired look across every touchpoint and bringing to life what many considered Pottery Barn’s most beautiful fall collection to date.
Homepage
The three emails below are a few examples from the Fall 2023 launch that weave in the Golden Hour theme. Each email serves a distinct purpose, building awareness and driving engagement across different customer needs.
Emails
Our Lookbook email serves as the seasonal opener, introducing customers to the new looks, themes, and products designed to get them excited and inspired about what’s new at Pottery Barn. For Fall 2023, the Lookbook opened with "A Heritage of Style," anchoring the season in the Golden Hour theme before broadening the story to include Rustic Modern, where earthy browns, matte leather, and natural wood set a warm tone alongside clean, modern lines, and Rustic Traditional, a thoughtful juxtaposition of rustic and elegant, old and new, for rooms that feel effortlessly approachable.
Bedding is one of Pottery Barn’s most important sales categories, and this email leaned into that with expert guidance straight from the Chief Design Officer on how to layer the perfect bed. Step by step, customers were guided through building a beautiful retreat, from choosing the right sheet set and a lofty duvet in a calming neutral to adding texture, accent color with golden hour hues, and a finishing quilt for a pop of pattern. The email closed with a “Complete Your Retreat” section, offering curated pathways to complementary products like nightstands, lamps, throws, rugs, and curtains, giving customers additional reasons to explore and click through to the site.
Each new seasonal launch is an opportunity to refresh the Design Crew imagery and messaging. Design Crew customers represent some of Pottery Barn’s highest-value shoppers, making consistent promotion of this free service a priority throughout the season. This Fall email invited customers to tackle a weekend project with the help of the Design Crew, whether that meant finding the perfect fit for a sofa or rug, hanging curtains for added depth, curating a gallery wall, or adding stylish storage. A secondary banner promoted in-store Design Classes, giving customers another reason to engage with the brand in person. Together, both elements worked toward the same goal: driving customers into stores and connecting them with Pottery Barn’s design expertise.
Throughout the Fall 2023 period, our social assets brought the season to life across a range of product moments. The two posts featured here highlight a pair of distinct content approaches: the first extended the Lookbook’s Rustic Modern look into social, translating that warm, earthy aesthetic for a scrolling audience. The second shifted focus to product, spotlighting our range of accent chairs with the headline “Best Seat in the House,” inviting customers to discover chairs crafted for enduring style, available in cozy textures, pops of color, and swivel designs, starting at $499.
Social
For the Fall 2023 season, my team produced multiple sets of native and display ads spanning a range of product categories. Here, I’ve highlighted three ad sets that best capture the look and feel of the season: a bedding set and a new arrivals set that anchored the Golden Hour color story, and a furniture set that showcased our exceptional living room pieces through the warm, grounded lens of the Rustic Modern aesthetic.
Native & Display Ads
