Scotts + West Elm: Brand Integration
Client
Scotts Miracle-Gro
Workplace
UPSHOT Agency
Job Title
Sr. Art Director / 3D Environments
Tools
SketchUp Pro, Chaos V-Ray, Photoshop
Strategic Integration
Integrating indoor potting soil and plant food into a premium home decor environment.
Lifestyle Merchandising
Presented soil and plant food with the starter plants and decorative planters completing the indoor plant category for the West Elm shopper.
Category Gap Strategy
Addressed category gaps by strategically placing soil and plant food in the right place along the shopper’s journey.
3D Modeling & Visualization
As the 3D Art Director, I created models of West Elm merchandise and stores to validate Scott's soil and plant food products would coexist visually with existing West Elm merchandise assortments and brand visual merchandising standards.
