Command Decor

This project began with a clear brand challenge: while Command™ had strong functional equity in damage-free hanging, research showed that utility alone was a weak driver of brand desire, especially among next-generation consumers seeking more inspiring, design-conscious solutions. The team identified an opportunity to reposition Command™ as a trend-inspired, contemporary décor brand by addressing unmet demand for stylish, emotionally resonant products that better aligned with how consumers shop, decorate, and express themselves.

In response, Command™ developed a premium, design-led collection that paired modern aesthetics with everyday functionality, introducing cohesive decorative solutions in elevated finishes for mass retail to be launched in 2026. The outcome was an incremental portfolio expansion that strengthened brand relevance, created new reasons for consumers to engage with the brand, and helped attract new shoppers to the category through a more aspirational, décor-forward offering.

My role

Creative Direction. Art Direction. Brand Strategy. Design Strategy. Talent Design Management