I executed the full physical rollout of a Steve Madden campaign led by Love Island's JaNa Craig, translating the established "Forget Romance, I'm the Main Event" direction across seven distinct touchpoints within a single room.
Satin ribbon tied into place settings, a printed dinner menu, two matchbook colorways, framed and mirrored wall pieces carrying lines like "Cupid Could Never" and "He's Irrelevant," and tagged pillows throughout the lounge all carried the same rounded, outlined script and red and mauve palette. The system was tight enough that a matchbook on one side of the room and a wall decal on the other still read as one hand.
The result was a room that photographed as one continuous idea rather than a collection of separate deliverables. Each object was small enough to become part of the guest experience, giving people something to pick up, read, and interact with without being prompted.
