MAIDEN HOME

Selected works from Maiden Home, a New York–based furniture and design house where I served as Copy & Editorial Lead. Additional details and samples upon request.

NARRATIVE, VERBAL IDENTITY & REBRAND CAMPAIGN POSITIONING

I led narrative and verbal identity for Maiden Home’s rebrand. This work involved shaping a brand story that captured its new positioning as a design house, creating a sophisticated tone of voice and brand personality, articulating the core messaging pillars, developing robust writing guidelines, and crafting a new tagline.

I also spearheaded the editorial positioning of the rebrand campaign, centering the story around a new product that embodied the brand’s deepened commitment to high design, fine materials, and rare artistry.

Role
Brand Narrative
Verbal Identity
Editorial Direction
Copywriting
Script Writing

Team
Art & Design: Ashley Law
Brand: Dani Chin, Joe Held
Photo: Maxwell Swift
Video: Alejandro Segovia

Year
2025

SHIFTING PERSPECTIVES CAMPAIGN

The Shifting Perspectives campaign was intended to reignite interest in existing products and build out Maiden Home’s personality. I developed the editorial concept, which reframes a selection of designs through the lens of John Keats’ Ode on a Grecian Urn—a poem that chronicles the emotional journey that unfolds as he observes a work of art from different perspectives.

The campaign achieved record engagement, elevated brand perception, and drove significant conversions across featured product categories.

Role
Editorial Direction
Copywriting

Team
Art & Design: Ashley Law
Brand: Joe Held
Photo & Video: Maxwell Swift
Design: Ashley Law, Ha-Won Lee

Year
2025