Dwell
Services: Writing, Editing, Audience Development, Project Management
In 2016, Dwell set out to reinvent its digital presence. The goal was to reimagine the brand online, creating a digital experience that allowed both experts and enthusiasts to explore residential architecture in deeper, more interactive ways. As Digital Editor, I played a central role in shaping the content and strategy that powered this relaunch.
At the heart of the transformation was content. To attract both new and existing audiences, we expanded the editorial focus beyond residential design to include art, technology, sustainability, cities, and history. This broader lens reflected evolving reader interests and created new entry points for audiences who had not previously engaged with Dwell.
The project required close collaboration across the company. In additional the website and app development, the launch included a magazine redesign and a furniture collection with Target. I worked with senior editors, executives, and product managers to align content strategy with new digital features while ensuring the editorial voice remained consistent. Coordination with the engineering team tied these efforts to broader business goals and preserved the integrity of Dwell’s storytelling.
The results were immediate: within three months of launch, the new platform drove over 150,000 new registered users, demonstrating how content integrated with product development could fuel adoption and engagement at scale.
Beyond digital launches, I moderated discussions at Dwell on Design in Los Angeles and New York, leading panels with architects and designers from companies such as Google and Samsung. These events reinforced the brand’s position as a trusted design resource and created live experiences that mirrored the innovation of its digital platforms.
This transformation went beyond refreshing a brand—it built new ways to connect audiences with design. By integrating the content strategy with product development, the project delivered measurable growth and positioned Dwell at the forefront of design and technology.
Results
- 150,000+ new registered users driven by the launch of new digital products
- Successful coordination of rebranding and product rollouts across product, editorial, and executive teams
- Moderated discussions with Google and Samsung at Dwell on Design events