I collaborated with Interior Design’s branded content team to create editorial copy for an immersive digital experience highlighting Chilewich’s custom indoor/outdoor rug collection. Working from client materials, creative direction, and visual assets, I developed content that balanced product education with design inspiration while supporting the publication’s premium editorial aesthetic.
Project overview
Interior Design partnered with Chilewich to create an interactive branded experience celebrating the company’s customizable indoor/outdoor rugs. Rather than relying on traditional product descriptions, the experience invited architects and designers to explore the collection’s craftsmanship, versatility, and architectural qualities through rich visuals, video, and editorial storytelling.
My role was to create concise, design-forward copy that complemented the highly visual experience while communicating the collection’s performance, customization options, and applications across residential and commercial spaces.
Scope & responsibilities
- Wrote editorial copy for an interactive branded content experience
- Developed product storytelling across multiple digital sections
- Translated technical product features into design-focused narratives
- Collaborated with Interior Design’s branded content team using client assets and creative direction
- Created concise copy that supported both visual storytelling and user exploration
Strategic approach
- Design-led storytelling: Positioned rugs as architectural elements that shape a space, rather than simply decorative accessories.
- Editorial over promotional: Emphasized craftsmanship, customization, and design possibilities instead of feature-heavy marketing language.
- Visual-first writing: Crafted concise copy that enhanced photography, video, and interactive content without competing for attention.
- Audience-focused messaging: Wrote for architects and interior designers, highlighting the flexibility and performance considerations most relevant to specification.
Deliverables
- Landing page introduction
- Brand overview and collection storytelling
- Product descriptions
- Educational copy highlighting customization and material benefits
- Calls to action supporting product exploration
Explore the project on Interior Design: Chilewich Indoor/Outdoor Custom Rugs →