Selection Works

Selection Works blends craftsmanship, functionality, and authenticity to create bespoke joinery tailored to each client’s lifestyle. In a world of mass-produced furniture, Selection Works creates tailored products through handcrafted joinery that blends elegance and function. Serving Gen X homeowners and design professionals, the brand offers a refined alternative to mass-produced cabinetry. Every piece reflects the client’s individuality through intentional design and skilled craftsmanship.

Selection Works blends craftsmanship, functionality, and authenticity to create bespoke joinery tailored to each client’s lifestyle. In a world of mass-produced furniture, Selection Works creates tailored products through handcrafted joinery that blends elegance and function. Serving Gen X homeowners and design professionals, the brand offers a refined alternative to mass-produced cabinetry. Every piece reflects the client’s individuality through intentional design and skilled craftsmanship.

Client

Selection Works

Services

Brand Strategy Brand Design Digital

Industries

Home improvement & Furniture

Date

2024

We refreshed the visual identity from the ground up — refining typography, and creating a clean, consistent system used across web, social, and campaigns. The new design drove a complete e-commerce refresh, including a size widget that reduced returns by 25%.

I led campaign direction across video, social, and motion — from a Kickstarter launch to a art collaboration.

Our content shifted toward product-first visuals, boosting ad conversions by 20%+. We also rebuilt the email system, increasing click-through rates by 38%, and implemented Zendesk to streamline support and reduce friction.

Selection Works embraces elegant simplicity, purposeful innovation, and a deep connection to materials and form.