Coyuchi

Home Goods
Campaign // Video // Web Design // Digital Advertising

THE ASK

Create a campaign to attract investors to this organic home textile brand’s first public investment offering, with a $25M goal.

THE INSIGHT

Potential investors in the luxury retail and sustainable investment space are motivated by premium quality, impactful ethos, and future growth potential.

THE SOLVE

Leverage Coyuchi’s pioneering spirit and 30+ year track record to build confidence and trust in their vision for a reimagined future of sustainable luxury retail.

THE OUTCOME

The future is Coyuchi. Our team concepted and executed across digital channels including web, video, social media, digital ads and email, all in a compressed project window.

STRATEGY

We started by understanding the brand and their challenge, their target audiences, and the space they play in.

We had a short window to get to know the brand, it’s strengths and weaknesses and to get up to speed on this rapidly expanding sector.
Understanding who our target potential investors were and what made them tick was vital to creating a campaign that would motivate them to action.
Our way “in” to this campaign was through leveraging the excitement of what this ethos-driven brand was poised to do next in the booming organic luxury retail space.

INVESTOR PERSONAS

Four distinct personas emerged as our targets for this campaign, each with their own set of wants and needs.

Design Investor

sustainability + emotionally driven

Impact Investor

product + lifestyle focused

Practical Investor

lean on word of mouth vs. proven

Forward-Thinker Investor

data + future focused

By understanding what appeals to our different target investors, we created messaging that reaches and compels them.

CAMPAIGN STRATEGY THEMES

Triangular diagram with the words 'Ethos' at the top, 'Quality' at the bottom left, and 'Potential' at the bottom right, and the phrase 'Awakening to sustainability at scale' in the center.

CAMPAIGN DESIGN

We built a visual system that supported us in sharing Coyuchi’s history and envisioning its future.

We created an inspirational moodboard to guide us throughout the project.
From scripting to storyboarding to styling, the concept for this shoot needed to come together in a short window as a keystone piece of creative needed to launch the campaign. Timelines met, no corners cut.
To encourage consistency across the campaign, we proposed a system of campaign guidelines.

MOODBOARD

...a warm invitation to be a part of something meaningful.

Collage of black and white and color photos including people at a desk, a person sewing, children playing on a bed, and various artistic elements like handwritten text and drawings.

A printed document discusses Coyuchi, a sustainable home goods company, highlighting that the CEO is Eileen Mockus. The document includes handwritten notes and arrows pointing to different sections, mentioning the CEO's name, product details, and environmental focus.

INVESTOR VIDEO

From storyboarding to scripting to styling.

Drawing of a woman with shoulder-length hair sitting on a sofa in a room, with shelves and potted plants in the background.

A person's arm extending across a table towards a small sign or placard titled "COYUCHI" with text below, and a decorative fringed tablecloth beneath the sign.

Interior of a room with a window labelled 'COYUCHI' and a woman standing in a doorway carrying a bag.

Open magazine spread on a light gray surface, featuring a branding guideline for COYUCHI with a photo of a woman making the bed and pages showing color palettes and style instructions.

Multiple presentation slides for a digital branding and marketing project, showing app interface design, color palettes, mood board, guidelines, and layout instructions.

CREATIVE EXECUTION

The pieces came together across touch points, creating a seamless and compelling digital experience for potential investors.

Our team of UI designers and content strategists created a data-rich landing page experience that appealed to the design-minded to the ethos-driven, to the pragmatic investor.
Our creative and strategy team led the narrative and visual direction of the campaign’s investor video, from concept to production integrating timely chyrons and an array of animated company metrics to communicate the impact of the raise.
We translated the campaign across multiple digital ad types, capitalizing on retargeting and prospecting opportunities with attention grabbing creative and copy.
This communication series nurtured potential investors at key moments in the campaign, leveraging consistent messaging and visuals.

Multiple screens displaying various informational pages, with the center screen showing a person in a bedroom, surrounded by pages on sustainability and investing.

Infographic showing $25 billion U.S. home goods market, $33.3 million profitable revenue, and 26% year-over-year revenue growth.

A woman with curly hair sitting near a window, smiling and looking at her smartphone with a financial advertisement on the screen.

Person using a silver laptop on a marble table, with a wooden cylindrical container in the background.

ADVERTISING

A woman sitting by a window with a towel wrapped around her head, smiling and relaxing, with an overlay of a social media post promoting sustainable home goods.

Person holding a smartphone displaying an Instagram story promoting owning a piece of a business, with an image of beds and pillows in the background.

EMAIL

Don’t take our word for it.
Let us connect you to our client partners to learn more about our journey together.

“Thank you for all of the creativity, problem solving and tireless determination to get this campaign live. Sharing my appreciation and celebrate the successes along the way!”

— Eileen Mockus
President & CEO, Coyuchi