DREAM HOUSE, ‘FOUNDATIONAL FURNITURE’

A Los Angeles–based furniture brand offering playful surfaces carefully crafted to support everyday living.

The goal of this project was to develop a cohesive brand identity and storytelling system for Dream House, emphasizing furniture as foundational, functional, and thoughtfully designed. In a market saturated with decorative or niche pieces, the brand aimed to offer essential designs that balance materiality, durability, and playful elements, creating a distinctive and meaningful presence.

Built a full creative ecosystem, including: brand identity and visual system, Product photography and video direction, Website design and digital experience, Social media strategy and content, Marketing collateral and editorial features. Each touchpoint reflected Dream House’s ethos of foundational support, natural materiality, and understated playfulness.

27.4M Views
400K Engagements
IG +830%, TikTok +473%, FB +115% Over Delivery
Editorial Dwell Time +1:04 Over Delivery

Market research revealed a surplus of highly decorative, statement-driven furniture, leaving a gap for simple, essential designs. Audience analysis showed that 70% of consumers preferred furniture that combined practicality with subtle design details, while engagement with lifestyle-driven, material-focused storytelling increased by over 40%. Emphasizing the tactile qualities of linoleum strengthened emotional connection, and social engagement on product-focused content grew by 320% on Instagram and 220% on Pinterest. These insights confirmed an opportunity to position Dream House as a provider of foundational, materially-driven furniture that supports everyday life with quiet, playful elegance.

Dream House could stand out by offering foundational essentials that are thoughtfully designed, materially grounded, and subtly playful. By highlighting functionality, material quality, and lifestyle context, the brand could become synonymous with furniture that quietly supports daily life while creating moments of delight.

Foundations first, with a touch of play.
Design furniture that is essential, functional, and material-driven while incorporating subtle, joyful details. This philosophy is expressed through cohesive brand identity, storytelling, and immersive photography, highlighting how each piece supports everyday life.

IDENTITY 

PHOTOGRAPHY & VIDEO

E-COMMERCE

SOCIAL CONTENT

The anthology was designed and distributed online and in print through an 80 page zine and out-of-home placements across New York, London & Sydney turning subway cars, train platforms, and bus stops into unexpected reading moments. Physical drops, pop-ups, an editorial series on DAZED, and direct distribution to literary and cultural communities extended its reach. 

Digitally, the campaign rolled out across a custom microsite, social storytelling, and partnerships with influencers and press. Organic content from the couples and writers amplified the campaign’s reach.

 This project established Dream House as a fully realized brand, not just a furniture concept. Through market research, product development, and creative direction, the identity expanded into a cohesive visual and physical ecosystem. Over 100 assets were designed and delivered across print, e-commerce, social, email, and paid media, creating a consistent voice across every touchpoint.

The brand came to life through campaign production—direction, styling, photography, and motion—optimized for Shopify, Instagram Shop, and Meta Ads to elevate the buying experience.

Working with local and international partners, Dream House produced 16 products and four packaging systems, building a unified brand presence from material to message.