Cultured Stone

Working alongside a creative writer, I developed a comprehensive campaign and suite of brand assets designed to reach affluent homeowners during the critical inspiration and research phases of their renovation journeys. Centered on the "Beauty Unbound" positioning, our strategy framed Cultured Stone as the essential bridge between a homeowner’s vision and a transformed reality. By leaning into the brand’s 50 year legacy of master craftsmanship, we created a narrative of refined self-expression that addressed common barriers such as decision paralysis and the perceived accessibility of high-end stone.

The project resulted in a cohesive ecosystem of assets including targeted print ads, digital banners, a product guide, and a redesigned Source Book. This flagship brochure served a dual purpose by acting as an emotive tool for homeowners to realize their dreams while remaining a high utility resource for distributors and masons. I oversaw the transition to a modern and digital-friendly layout.

Agency: Wray Ward, Creative Director: Greg Edwards, Creative Director: Heather Dumford, Senior Writer: Barbara Birge