For Every Shade of Life

Zhiyuan Xie

Brand Campaign

Hunter Douglas was entering a new chapter of the brand, but the category itself is often low-consideration—people rarely think about light or window treatments until they need them. The challenge was to reintroduce the brand through a more emotionally resonant point of view, create stronger distinction in the category, and build a campaign presence that could feel consistent across an expanded media ecosystem.

For Every Shade of Life reframed Hunter Douglas around the emotional impact of light—shifting the story from what the product is to how the right light can change the way a moment feels. Together, the stories showcase how thoughtful design, precise light control, intuitive automation and exceptional quality can make everyday moments feel more comfortable, effortless and beautifully considered.

I helped translate that positioning into the campaign’s visual language, contributing to early conceptual pitches, key visual and print directions, asset development, and AI-assisted exploration. Through production and post-production, I also explored how the system could flex across formats and audiences while maintaining a recognizable and cohesive brand presence.

Highlight

The Video Carousel drove the strongest engagement of all creatives, yielding a 21% higher CTR than campaign benchmark.

With 22 digital screens, the brand gets 1.5MM est. impressions.

Credits

Work done as a Senior Designer at Hunter Douglas.

Scope of Work
Campaign Ideation, Multi-Channel Campaign Rollouts, Social Conception

Collaborators
Reed Edwards, Anna Karlström Yumul, Charlotte Parker, Kristen Moran, Martha McSwain

Multidisciplinary designer based in NYC.

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