Creative Director
Initial Rebrand 2018, Refined 2023

Brand Overview
Astek Home is the direct-to-consumer brand under Astek, created to bring the company’s award-winning wallcovering designs to a broader audience. Formerly Design Your Wall, the e-commerce site was reimagined in 2018 to better align with Astek’s reputation while resonating with its growing customer base of homeowners and DIY design enthusiasts.

Astek Home offers both traditional wallpaper and a best-selling peel-and-stick line, ideal for renters and those hesitant about a more permanent commitment.

Visual Identity
Originally rebranded alongside Astek in 2018, the Astek Home identity was further refined in 2023 to meet the evolving needs of its audience, primarily design-conscious consumers in their late 20s to early 50s. The brand embraces a more vibrant, colorful visual system than its B2B counterpart, with a flexible palette, playful icons, and a friendly, modern tone across channels.

The logo adapts seamlessly to pattern-rich environments, while bold color is used across packaging, email campaigns, and social content to drive engagement.

Creative Direction
I led the creative strategy for both the 2018 and 2023 rebrand, guiding the transition from Design Your Wall to Astek Home in collaboration with Astek’s internal brand strategist and marketing team. My role included naming, tone development, art direction, palette refinement, iconography, and the visual rollout across web, packaging, and marketing materials.

The result is a vibrant, consumer-friendly identity that reflects Astek’s creative roots while meeting the needs of a new generation of design lovers and DIYers.