Set Wallcoverings Product to Market

Genesys Interiors, a leading distributor of commercial wallcovering, partnered with Grant Design Collaborative to launch a new wallcovering brand. I was chosen not only to manage the brand strategy, but was tasked to oversee the creative direction in product development.

After extensive ethnographic research, my team and I focused on creating an entire product system that was designed to give creative control back to the interior designer. The system’s high-style aesthetic pushes the creative envelope by integrating color, pattern and scale into an array of original, thoughtful products. From 54" rollgoods and erasable wall surfaces to curated murals by internationally renowned photographer Geof Kern.

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