The Challenge
Warehouse Stationery needed a clear, actionable system to guide creatives across every touchpoint. Years of shifting priorities and siloed outputs meant the brand lacked cohesion — teams needed a structure that aligned strategy, storytelling, and execution.
My Role
I developed a new Creative Framework from the ground up, a strategic blueprint that brings consistency, clarity, and efficiency to how the brand shows up. The framework equips the business to create with confidence, ensuring every idea is purposeful, on-brand and set up for success. This included:
- Defining key creative categories and content pillars
- Establishing guidelines for tone, visual direction and execution
- Creating tools and templates teams can use across channels
- Aligning creative workflows with broader business and marketing objectives
The Approach
Creativity works best when structure supports it, not restricts it. This framework creates guardrails that keep the brand sharp, while leaving room for experimentation, expression and evolution.
The Impact
The Creative Framework has become a foundational tool across Warehouse Stationery, turning ambiguity into clarity and helping teams deliver work that is cohesive, strategic and consistently on-brand.
It brings discipline to the process and freedom to the ideas — a balance that drives stronger, more effective creative outcomes.
Note: Visuals shown below are draft work-in-progress and continue to evolve as the framework develops.
