As part of a Hearst × UAL industry challenge, my team won the brief set by House Beautiful to develop an iconic pattern identity for the brand. Our winning concept, Layers of Home, reframed the brief entirely: rather than proposing a single fixed pattern, we designed a flexible, modular pattern system built around the emotional truth that no two homes are alike. The system operates across three expressive layers: Textures of Home, Marks of Home, and Objects of Home, each representing a different dimension of how people inhabit and personalise their spaces. Together, these layers can be combined, scaled, and adapted across product categories from textiles and ceramics to wallpapers and outdoor living.

The strategic insight driving the concept was that House Beautiful's audience doesn't just want beautiful things, they want to feel seen in their homes. By designing a system that adapts rather than dictates, we gave the brand a living identity: one that grows with its audience and translates across licensing partnerships, retail products, and editorial storytelling.