Set Wallcoverings Product to Market

Genesys Interiors, a leading distributor of commercial wallcoverings, partnered with Grant Design Collaborative to launch a new brand. I was selected to manage the brand strategy and oversee creative direction across product development.

Following extensive ethnographic research, we focused on empowering interior designers with greater creative control. The resulting product system pushed the aesthetic envelope through thoughtful integration of color, pattern, and scale across a family of original offerings — from 54" roll goods and erasable wall surfaces to curated murals by internationally renowned photographer Geof Kern.

Set Wallcovering Systems made its official debut at NeoCon in Chicago, the world’s largest commercial interiors tradeshow. The launch was supported by a comprehensive website, product binders, media kit, and a national advertising campaign with placements in Interior Design, Contract, and Metropolis.

The result: a differentiated, design-forward system that elevated the brand and re-centered creative choice where it belongs — with the designer.