Projects,             

Meena Maxwell


Freedom Furniture

Graphic Designer
Agency: The General Store
Creative Director: Reeshma Bhanji
Photographer: Victoria Zschommler
Videographer: Helen Turner  
Scope: Rebrand, Campaign, Digital and Print look books, OOH

Tasked with reviving a once iconic Aussie furniture brand, we embarked on a transformative journey to shift its perception from a mid-market retailer to a design-led brand appealing to young, style-conscious Australians while preserving its existing customer base. Introducing fashion techniques to the furniture sector, our 'Make Anywhere Home' campaign showcased on-trend homewares in unconventional locations, injecting style and innovation into contemporary living. 

Breaking new ground for Freedom, we crafted an engaging shoppable digital lookbook featuring dynamic visuals and motion graphics. Physical copies were distributed to 65,000 loyalty members via direct mail, with a QR code to the digital publication. This fusion of digital and physical lookbooks proved profoundly successful, generating $2.9 million in sales during the four-week promotional period.

Working closely with the creative director, I designed and executed both lookbooks and created all motion graphic edits for the digital publication.



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