ABOUT

Concept
I supported Swyft's first move into dining furniture, a new category for the brand, developed to broaden the product range and unlock a new customer base. This meant establishing the visual and commercial positioning for dining from scratch, ensuring the category felt like a natural extension of the brand while carving out its own identity within the range.

Execution
I owned the launch end-to-end, from writing SEO-led website copy to planning and designing the full content strategy across channels. I led the creative direction of the product photoshoots, developing concepts, styling and art direction to ensure every visual aligned with brand narrative and commercial goals. This included overseeing cohesive cross-channel content that translated product features into aspirational, high-performing assets, supported by targeted press and influencer outreach to maximise visibility and reach.

Results
22% increase in category page traffic within the first month of launch
£210k revenue generated in the first 6 months
Featured in 12 pieces of press coverage, including 3 national interiors titles
18% of new customers citing dining as their reason for first purchase