Sansha
Client: Early Settler | 2024 | Campaign Concepts, Art Direction, Styling, Digital & Print Design
Sansha is a unique range of vintage inspired pieces featuring stunning colour combinations and intricate joinery. This was one of my favourite product launches to work on, largely because it presented a unique challenge: selling the team on the vision for a campaign featuring a bold, unconventional style of furniture that might initially feel intimidating to customers. A key goal was to demonstrate how these distinctive pieces could seamlessly fit into everyday homes. While not my usual aesthetic, I enjoyed immersing myself in the perspective of someone drawn to this collection, pushing creative boundaries with painted walls, contrasting pops of color, and bold compositions.
Style with
confidence & embrace
bold colour
With over $800k in product to sell through, I approached Sansha as a collection of statement pieces, versatile in two distinct ways. First, these pieces could add bold color to a neutral space (inspired by the ‘unexpected red theory’ where red is used in place of a neutral to elevate the room). Second, they could enhance colorful, layered spaces for those customers confident with bold decor.
While the Sansha collection didn’t fit squarely within our Coastal mood, I drew inspiration from our Coastal boards, particularly their painted furniture in storage. I carefully selected references and researched trends and icons like Charlotte Coote and Iris Apfel, shaping an aspirational look unique to Early Settler. This included detailed choices in lighting, composition, colors, and materials. We also segmented marketing communications by color story, giving each theme a narrative that was reflected consistently across eDM, social media, website content, and an in-store guidebook to help our team confidently sell the collection.
Photography by Stacey Courtney
Styling by Hannah Perkin
Despite initial skepticism about the success of this product range, the shoot received enthusiastic praise from the team as they saw the vision come to life.
The success of the Sansha campaign led to the business investing in another drop of the collection, highlighting its strong impact.