Case Study 005 → West Elm
Reimagining a modern lifestyle brand rooted in purpose, community, and good design.
While on staff as a copywriter and strategist at Trollbäck+Company, I was part of the core team that partnered with west elm to reposition the brand beyond retail, establishing a compelling new foundation that reframes the company as a purpose-driven lifestyle brand. The brief? Help west elm clearly articulate its values, inspire internal alignment, and create space for future growth across content, commerce, and experiences. Highlights of my contributions to the project included:
– Crafting early case studies, pitch materials, and competitive audits to position the studio for the win
– Leading internal and external workshops with cross-functional teams to gather insights around brand perception, customer values, and market opportunities
– Writing three new brand pillars, along with a refreshed positioning, mission, and manifesto to guide future storytelling, design, and product decisions
– Developing content for a full tone of voice guide, brand strategy deck, and internal brand collateral that brought the new narrative to life across the organization
Insights: This project was a turning point in west elm’s evolution—at a time where fast-furniture competitors and supply chain issues were rapidly flooding the market. It demonstrated the power of combining clear strategic thinking with purposeful storytelling as a means to both stand out and re-energize a legacy brand from the inside out. Through this work, I saw firsthand how strategy can be used not only as a tool for external expression, but as a catalyst for cultural change, clarifying what matters and motivating people across an organization.
Impact: Trollback’s work is still celebrated throughout west elm’s Brooklyn headquarters with posters and printed collateral that consistently remind staffers to think creatively and purposefully about what they’re making. It’s also made its way into much of the brand’s consumer touchpoints—from a new, interactive design & values page on the west elm website, to forthcoming community-led retail experiences set to redefine what home decor can be in a post-modern future.