Areaware is an independent design brand based in New York City and Columbus, Ohio. As Creative Director, Brand (2019-2026), I was responsible for developing and refining the brand's verbal and visual identity across all customer touchpoints. Below is a selection of brand positioning, product copy, and visual direction that represents the scope of my work.

1.0

Brand Voice

1.1

BRAND TAGLINE

Friendly objects for designy people.

Areaware is made up of a small team of creatives who collaborate with independent designers to make everyday objects with a twist. The brand is serious about design and its designers but doesn't take itself too seriously. Areaware is self-aware and understands its role in the design world: to have fun and make you smile.

Areaware objects are friendly, meaning they are helpful and approachable. They make everyday activities like cooking or cleaning a little more fun. They catch the eye because they are distinctive and will reliably fill the comments section with the question, "Where'd you get that?"

Areaware makes objects for “designy” people: people who appreciate design and have an eye for the colorful and unique. They like to have a laugh. They play. They understand that design doesn't have to be stiff or formal to be good and that good design should be useful.

1.2

BRAND VALUES

Our Philosophy
We believe the best design evokes good feelings, and think everyday objects should be as fun as they are functional.

Yours for Keeps
We make everyday objects for home, work, and play that are for keeps. Our products are artful and fun, and have a story just as unique as the designers who created them.

How We Work
We collaborate with independent designers to create pieces that bring a touch of delight and charm into your home. Some of our designers are well-known and established in the industry, while others are up-and-coming, bringing diversity and a fresh perspective to the world of design.

1.3

PRODUCT COPY

Jewely Jewelry Box, designed by Sarah Burns
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Spool Paper Towel Holder, designed by Sam Stewart
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Everything Nice Butter Dish, designed by Sophie Lou Jacobsen
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Twist Spread Set, designed by Pat Kim
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Pattern Bin, designed by Dusen Dusen
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Harbor Wall Hooks, designed by Pat Kim
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Tango Watering Can, designed by Henry Julier & Pete Oyler
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Bean Chalk, designed by Nik Bentel
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Hobknob Bottle Stopper, designed by Fort Standard
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And many more.

2.0

Better with Butter

Details

Creative Direction
Art Direction
Photography
Design
Copywriting

A digital exhibition for NYCxDesign Week 2024 that launched two new products while maintaining brand presence at a key industry event, without the budget for a physical activation. I conceptualized and executed this artist collaboration series, inviting designers and creatives to create butter sculptures of everyday objects. By leveraging existing community relationships, we generated engagement and buzz at a fraction of the cost of a traditional event.

2.1

EXHIBITION COPY

Introduction
In celebration of Areaware's latest butter-centric accessories for the kitchen, Everything Nice Butter Dish (Sophie Lou Jacobsen) and Twist Spread Set (Pat Kim), we invited artists, designers, ceramicists, and other creatives to participate in a digital group exhibition for NYCxDesign Week. The artists were tasked with making a sculpture inspired by an everyday object that could only be made better with butter. The objects are ones found in their homes, studios, or—at least in one case—on their person.

When all of these butter sculptures are brought together, the result is a display of affection and appreciation for the objects that we might typically overlook but that, though small, hold a significant presence in our lives—much like butter, a simple ingredient that has been making our every day a little bit better for many, many years.

Origins of Butter
Butter has been in humans’ lives and on our plates for thousands of years, dating back as far as the Neolithic period. It’s speculated that the first butter was made by accident. Rumor has it, a nomad tied a sheepskin bag full of milk to his horse, which shook long enough to solidify into a creamy, delicious spread ("The History of Butter," butterjournal.com). Next time you enjoy an especially good slab of butter, remember to give thanks to this legendary nomad.

2.2

ART DIRECTION, PHOTOGRAPHY & DESIGN

3.0

No Taskrabbit Necessary

Details

Art Direction
Design
Copywriting

An integrated 360 campaign promoting Areaware's flat-packed furniture collection across email, social, web, and paid media. Targeting design-conscious renters and frequent movers, the campaign positioned easy assembly as a lifestyle benefit. The tagline, 'No Taskrabbit Necessary,’ demonstrates that one doesn’t have to sacrifice good design for convenience—they can have both.

3.1

AD COPY

Our furniture is designed for those who may not live in one place for long but who have high aesthetic standards. No matter how temporary, the feeling of their space matters; it’s home. Designed with the transient lifestyle in mind, Areaware furniture comes flat-packed so that it can go where you go. And, it’s so easy to assemble, anyone can do it. No Taskrabbit necessary.

3.2

DESIGN

4.0

Product Launch: Spool Paper Towel Holder

Details

Art Direction
Design
Copywriting

Launching a new product at Areaware has many steps. When the final product sample is complete and delivered from the factory, I take it from there—crafting copy and imagery that captures the essence of its personality and communicates its unique appeal, ensuring it’s given the proper introduction to the Areaware world.

4.1

PRODUCT COPY

4.2

PHOTO ART DIRECTION + STYLING

This wooden paper towel holder takes a typically humble household item and makes it a countertop attraction. With a shapely form and satisfying colorway, it’s much better looking than the rest. It also comes flat-packed, is easy to put together, and has rubber bumpers on the bottom so that it stands steady. Suddenly, doing the dirty work is rather delightful.

4.3

DESIGN STORY

How an exhibition of toilet paper holders led us to designer Sam Stewart, and the creation of Spool Paper Towel Holder.

There was a time in the not-too-distant past when toilet paper suddenly became a particularly precious commodity, and the things we surrounded ourselves with in our homes took on renewed importance. Perhaps prompted by the conditions we were living in (we’re just surmising), Los Angeles-based gallery, Marta, put on a group exhibition “Under/Over” in collaboration with earth-friendly toilet paper brand, PlantPaper. The show exhibited over 50 different toilet paper holders imagined by various artists, designers, and studios. “Under/Over (East)” followed a year later in NYC with a fresh set of creatives, curated by Emmanuel Olunkwa.

Our Chief Design Officer, Roberto Fantauzzi, attended the exhibition in New York and was especially fond of a red, playful T.P. holder titled, Spool, designed by Sam Stewart. “It caught my eye, so we approached Sam,” says Roberto. The encounter kicked-off a collaboration with the designer to create a similarly common domestic object: a paper towel holder.

While working with Sam, we learned that Spool’s playful form and color was partly influenced by the work of Dutch artist and designer Jacobus (Ko) Verzuu. “I was fascinated at the time by a book that featured pictures of Bauhaus toys. This must have influenced my decision to design the holder in the style of a color-blocked toy spool,” explains Sam. “Also, I noticed that the main thing in common between the spool and the toilet roll is that both have material wrapped around a central cylinder.”

Since the form of a toilet paper and paper towel holder is more-or-less the same, it didn’t take long for the final design to come together. ”For both of us, I think it seemed like a relatively easy object to scale up in size as well as refine the details a bit so that it would be more functional for the user,” says Sam. Most importantly—apart from it’s visual appeal—we wanted to make sure the holder could be flat-packed and would be easy for the user to assemble. This makes it more cost-effective to ship, but also that much simpler to pack up and take with you wherever you go.

Spool Paper Towel Holder has other thoughtful design elements, like rubber bumpers on the bottom so that it stands steady when a paper towel is pulled and torn off (no tipping!). It comes in three colors: Red/Yellow, Blue/Green, and Natural (a two-toned wood), making a typically humble household item a countertop attraction.

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