LUCY BY ETHAN ALLEN

LUCY LAUNCH CAMPAIGN
LUCY LAUNCH CAMPAIGN APRIL 2020

BRAND VOICE, STRATEGY, AND COPY ACROSS WEB AND SOCIAL CHANNELS

Ethan Allen furniture is widely recognized as a classic luxury brand. Their designs are much more diverse, yet that’s often not the perception. Lucy’s persona and collection were conceived to infuse the American bastions of fine craftsmanship with a new expression of style that couldn’t be mistaken for anything but vibrant and playful.

As an enthusiast of mid-century culture and stylish heroines, crafting Lucy’s voice was as delightful as a slice of cherry pie made with a lard crust. The post World War II era was full of an idealism and sense of exploration that still enthralls many of us, and we sure need it more than ever. I styled Lucy’s voice as that of a strong character from classic films or period-inspired TV shows. I made her youthful, with a refined authority. She’s a creative and unique designer that had a fine upbringing and expresses a rebellious streak. Her first person voice is vital to the Lucy brand. Wouldn’t January Jones or Lauren Ambrose be perfect for the part?

LUCY’S STORYBOOK OF STYLE

I wrote all the copy, and the voice and story was created and honed with the CMO, Creative Department Director, Copy Editor, Merchants, and Ecommerce Director.

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LUCY WEB & SOCIAL

I wrote all the product descriptions, and an organic social post for Instagram, Facebook, and Pinterest.

 

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INSTAGRAM INTRODUCTION POST