Building the digital foundation for a breakout direct-to-consumer brand
Brooklinen began as a Kickstarter campaign with a simple idea: create high-quality bedding without the traditional retail markup. Early on, we partnered closely with the founders to help define the brand and build the digital experience that would introduce it to the world.
As Creative Director, I worked directly with the brand founders to shape the e-commerce experience and content strategy that brought the brand to market. We designed a site that balanced product education, storytelling, and a clean, confidence-building purchase flow for first-time customers.
Over four years, our work helped Brooklinen grow from a startup Kickstarter campaign into a direct-to-consumer brand generating over $80M in annual revenue.
Our team helped define Brooklinen’s early brand identity, creating a clean, modern design system and approachable voice that shaped the company’s initial marketing and digital presence.
I worked directly with the founders to design Brooklinen’s e-commerce experience and content strategy, helping translate the new brand into a clear and compelling online storefront.
