Spring Re-Engagement—Storytelling & COMPONENT DESIGN SYSTEM

The Challenge

The business needed to drive repeat purchase beyond the holiday peak, re-engaging seasonal customers and positioning Balsam Hill as a go-to destination for spring home décor. With limited resources and a need to prioritize holiday prep, the team had to create a campaign that was emotionally resonant, modular by design, and light on production lift—without sacrificing brand storytelling or impact.

The Strategy

Lead a cross-functional initiative to establish spring as a key seasonal moment, building emotional storytelling around holidays like Easter and Mother’s Day.
Create a playful, uplifting tone of voice and visual system rooted in the joy of celebration, inspired by real florals and the artistry behind our collection collaborations.
Shift from purely promotional messaging to emotional, occasion-based storytelling that celebrated connection, beauty, and seasonal transformation.
Build a component design system that could flex across email, site, and paid—reducing effort while maintaining visual richness and consistency.
Free up creative resourcing by designing toolkits that allowed for reuse, refresh, and adaptation—helping the team stay focused on high-impact holiday initiatives later in the year.

Execution

Launched a spring storytelling campaign that combined lifestyle photography, floral inspiration, and content around gifting, decorating, and celebrating.
Produced emotion-led content blocks and templates that could be mixed and matched across channels to tell stories with ease and relevance.
Featured spring collections through the lens of real moments and emotional significance—from welcoming guests at Easter brunch to gifting joy on Mother’s Day.

Impact

Increased engagement and repeat purchase among holiday customers during Q2.
Elevated perception of Balsam Hill as a year-round home décor brand.
Delivered high-performing creative with low production lift, allowing the team to redirect resources toward core holiday planning.