Elaine Smith luxury home branding and ecommerce design
Beautiful spaces are lived in. For Elaine Smith, DTE studio brought the pleasures of interior design and the practicality of performance fabrics into one brand. A new identity, sculptural campaign imagery and an editorial approach to ecommerce celebrate luxury pillows made for indoor, outdoor and everything in between.
Luxury home branding, made for living
Elaine Smith's pillows belong in beautifully designed rooms and in the everyday life that happens inside them. Our brand strategy brings those qualities together. A refined wordmark and monogram, expressive typography and a warmer voice place American craftsmanship at the center of the identity, with performance woven into the story.
Art direction with a sculptural point of view
We treated the pillow as a design object. Sculptural forms, richly colored sets and unexpected materials bring its shape and texture into focus. DTE developed the concepts, directed the photography and translated the imagery into finished campaigns. The NEWH advertisements express the idea in the brand's own words: From Penthouse, to Poolside. Contract Grade, Couture Made.
A closer look at American craftsmanship
Hand-knotted rope, raised embroidery and carefully finished fringe give each pillow its character. Our product photography gets close enough to show that work. Macro images reveal the weave and embellishment, while tools and materials connect the finished design to the hands that make it. Craftsmanship becomes something the customer can see.
An ecommerce experience built around texture
Shopping for a pillow begins with imagining it in a room. DTE brought that experience into Elaine Smith's Shopify website through brand storytelling, studio product groupings and interior photography. Desktop and tablet layouts introduce the collection's point of view. On mobile, square product images preserve proportion and make fabric, color and styling easy to compare.
Elaine Smith website design across iMac, MacBook, iPad and iPhone
Stories for the spaces people live in
A yacht cabin, a quiet bedroom, a terrace at dusk. Our marketing creative places the pillows in the spaces they are designed for. Motion gives the Orb collection a playful sense of form. Instagram Stories speak to craftsmanship and the design trade, while the Tweed Focus email pairs interiors with product details and a clear path to shop.
Packaging that carries the story home
The brand continues after checkout. We extended the identity into hangtags, labels, swatch cards, wrapping paper and shipping cartons. The final hangtag set pairs the monogram with a personal thank-you, performance information and care instructions. Texture photography connects those practical details to the fabric of the pillow itself.
