Martha Stewart Collection

reclaiming brand identity with intentional design

Industrial Design | Print & Pattern Design | Product Development

When I stepped into the role of Design Director at Martha Stewart, the challenge was to reestablish the brand’s identity in an increasingly crowded housewares market. While the Martha Stewart Collection had long been a trusted name, its design direction had become diluted—driven more by sales trends than by the brand’s original vision. I began by defining the core pillars of Martha’s lifestyle—the way she entertains, teaches, and collects—and used that as a framework to guide design. Collaborating closely with marketing and merchandising teams, we reintroduced the brand with renewed clarity and relevance, reconnecting with customers through a broader, more inspired lens—what we called “the Martha way.

Dinnerware

Serveware

Food Prep

Bath Accessories