Warehouse Stationery
Making stationery
sexy again.
A clearer creative direction, a regular photography rhythm and marketing plans that connect the work. Giving stationery, craft and workspaces more than a functional retail story.
MY ROLE
Creative direction, brand visual direction, campaign strategy and photography direction
01 / MORE THAN A FLATPACK / THE IKEA RESPONSE
No meatballs.
Everything else.
When IKEA arrived in New Zealand, competing on sheer scale was never the interesting answer. I developed a campaign around what Warehouse Stationery could offer: local presence, convenience and a practical way to get on with it.
Cheeky, direct and built to enter the conversation. The campaign put the local alternative in front of people across outdoor, digital and social.
Campaign coverage in the NZ Herald.
THE THINKING
Local presence.
Less assembly.
More getting on with it.
A clear point of difference that could work in one glance, then carry through the wider campaign.
02 / THE WORKSPACE EDIT
One range.
Different ways to work.
An editorial extension of the furniture positioning. I directed a lookbook that moved from calm home-office spaces to high-energy gaming setups, showing the same range in different working lives.
FROM THE PAGE TO THE SCREEN
One edit.
More places to see it.
The same photography and editorial point of view, carried through the print and digital presentation.
03 / MOTHER’S DAY / FATHER’S DAY
A gift with
someone in it.
I led the concepts, visual language and shoot direction for personalised gifting. Real family moments, familiar faces and the small details that make a present personal.
04 / CRAFT, CONTENT & SCHOOL HOLIDAYS
Make a bit
of a mess.
The joy of making is the story. From school-holiday art play to beads, resin and Halloween, the work gives everyday products a reason to stop the scroll.
I led the creative direction and worked with styling, photography and production to build content with a recognisable point of view.
Real kids.
Real making.
Plenty of colour.
Spontaneous, energetic moments rather than a perfectly tidy craft table.
05 / FRAMEWORK, PLANNING & BRAND PHOTOGRAPHY
A direction the
whole team can use.
I developed the Creative Framework from the ground up, connecting content pillars, visual direction and tone with practical tools for the team.
Alongside marketing planning and a more consistent photography cadence, it gave the brand a shared way to work across campaigns and everyday content. The framework visuals shown here include work in progress.
THE ONGOING SHOOT PROGRAMME
Fresh stories.
A recognisable point of view.
A selection from the monthly photography cadence, across product, lifestyle, gifting and seasonal content.
GOT SOMETHING TO WORK THROUGH?