Anna Last

Inspired by the utilitarian product in the open kitchens of contemporary restaurants, Williams-Sonoma’s new Open Kitchen line required an aesthetic to appeal to a new kind of foodie; with stacks of frying pans, hanging pots, towers of white plates, and simple glassware the look was both approachable and aspirational, practical and pretty. Bringing an editorial approach to the marketing, we partnered with chefs and food influencers to give a snapshot of how they (and our customer) cook, eat, and entertain today.

SERVICES
Brand Identity
Logo Development
Launch Strategy and execution
Content Strategy
Asset creation for all platforms
Video
Digital Campaign
Events and Experience
Packaging Design

Project Overviews

Creative Direction + concept refresh . Rebrand . Content marketing strategy . Digital campaign

Williams-Sonoma gift registry business required a revamp to boost sales and attract a newer and younger customer. We rebranded the program and overhauled the creative for registry that celebrated diversity, individualism, personalization and fun. The brief was “not your Mothers registry anymore”. Partnering with merchant, store and marketing teams we delivered emotionally meaningful, inspiring and instructional concept for revamped targeting, partnerships and digital campaign.

Creating a layered lifestyle look and feel is essential to aspirational luxury. Working with stylists, photographers, and designers, we evolved RH’s Outdoor Book to tell striking visual stories with a clean, modern sensibility, resulting in the brand’s most profitable Outdoor Marketing to date.

SERVICES
Creative Direction
Photography
Styling
Design

Much-loved heritage lifestyle brand Williams-Sonoma faced the same challenges many of its retail competitors did: attracting new, younger customers in the increasingly democratized space that food had become. How could it remain open and welcome to younger customers, without alienating existing ones? I undertook a full brand study, evolving the logo and the brand ethos. Also created a contemporary and engaging design and voice, inspired by the premium nature of the brand, and repackaged the content for an editorial look and feel that celebrated its customers’ creativity and curiosity in a playful new way, energizing longtime fans and creating new ones.

Much-loved heritage lifestyle brand Williams-Sonoma faced the same challenges many of its retail competitors did: attracting new, younger customers in the increasingly democratized space that food had become. How could it remain open and welcome to younger customers, without alienating existing ones? We undertook a full brand study, evolved the logo and the brand ethos. We created a contemporary and engaging design and voice, inspired by the premium nature of the brand. And, repackaged the content for an editorial look and feel that celebrated its customers’ creativity and curiosity in a playful new way, energizing longtime fans and creating new ones.

SERVICES
Creative Direction
Brand Identity
Concepting
Logo Redesign
Mission & Vision Brand Statement
Content Packaging
Video
Event and Experience Redesign Across All Channels

Relaunch · Branding · Creative Concept + Direction

When it came to embracing a new approach to its bridal registry, BBB was ready to put a ring on it (and so were we). We created modern relevance with the Bring Happy Home concept, messaging and product storytelling we introduced real-life settings and experiences, authentically imagined, to honor the way real registrants live and shop for a more cohesive experience across all channels. The complete creative overhaul included consultation on internal process resulting in significant time and estimate efficiencies.

SERVICES
Concept
Creative Direction & Strategy Creative
Process Consultation Photography
Brand Assets for Print, Digital, and Desktop
Styling
Design
Content and Copy Development
Brand Messaging

MG+BW were looking for a radical refresh to elevate the brand, target new markets, and consolidate a chaotic internal creative process. We helped them identify an ownable position as Artisans of Comfort and created a suite of assets to bring consistency to brand design and messaging, including new parameters for voice, look, and feel across all platforms. By introducing new structures and internal processes, style guides, digital templates, and messaging hierarchies, we helped their internal teams get comfortable with brand and marketing catalog concepting, and production for greater efficiency in-house.

SERVICES
Creative Direction and Concept Brand Messaging
Photography
Brand Assets for Print, Digital, and Desktop
Catalog, Web and Email Production Design
Brand Style Guide
Print Ads
Team Leadership
Process Development
Visual Merchandising Direction & template

Digital campaign for the newly refreshed and rebranded Williams-Sonoma Registry program.

I was tapped by Martha Stewart to become Editor-in-Chief of Everyday Food, her monthly magazine featuring simple and delicious food for the everyday cook. Tasked with revamping the brand and increasing the digital and broadcast footprint, I oversaw the magazine's editorial and visual content, as well as Everyday Food's presence across MSLO's platforms, including Publishing, Internet, and Broadcasting, ushering in a new era in food-culture curation.

Creative Director, Brand Marketing & PR. Bottlerock is the premier music, food and wine festival in Napa Valley. As an effort to reach a more relevant, younger customer and creative buzz, we launched the Williams-Sonoma culinary stage, going beyond the classic chefs demo, instead mixing musicians, rock stars and personalities with the chefs for a new kind of demo and reach for the brand.