Beautiful by Drew Barrymore
Brand Stewardship at Retail Scale
Brand Stewardship · Retail Systems · PDP Graphics · Packaging Design
Working on behalf of Living Style Group, I led creative execution for Beautiful by Drew Barrymore furniture sold at Walmart. Operating within strict brand guidelines, I developed scalable systems for packaging, PDP graphics, and in-store assets—ensuring consistency, clarity, and brand integrity across a growing assortment.
Overview
Beautiful by Drew Barrymore is a highly recognizable, design-forward brand with clearly defined visual standards. Living Style Group was responsible for manufacturing and selling furniture under the Beautiful name, requiring careful adherence to brand guidelines across all customer-facing touchpoints—both digital and physical.
The Challenge
Unlike other brands, Beautiful by Drew Barrymore operates under strict creative guidelines that leave little room for deviation. The challenge was not to redefine the brand, but to faithfully translate it into retail execution at scale—across packaging, PDPs, enhanced content, and in-store materials—while supporting efficiency and repeatability.
The goal was to:
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maintain brand integrity across a growing furniture assortment
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create reusable templates that adhered strictly to brand rules
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ensure consistency across digital and in-store experiences
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support approvals from brand stakeholders and Walmart teams
Role & Scope
Role
Creative Lead / Creative Director (Client-side)
Responsibilities
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Interpreted Beautiful brand guidelines for retail execution
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Developed standardized packaging layouts for furniture boxes
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Designed direct-print packaging and labeling systems
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Created branded PDP graphic templates
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Built image reel and below-the-fold enhanced content templates
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Developed a branded customer review sheet
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Oversaw video production and CGI image development
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Managed approvals across Living Style Group, brand partners, and Walmart
The Solution
In-Store Packaging System
I helped develop the standardized layout for in-store furniture packaging, including box labels and direct-print designs. This system became the consistent visual standard across Beautiful furniture packaging, balancing brand elegance with retail clarity.
PDP & Digital Content Templates
Working within brand guidelines, I created templates for PDP graphics, enhanced image reels, and below-the-fold storytelling. These assets ensured consistency across SKUs while allowing teams to move efficiently through production and approvals.
Video & CGI Production
Working within brand guidelines, I created templates for PDP graphics, enhanced image reels, and below-the-fold storytelling. These assets ensured consistency across SKUs while allowing teams to move efficiently through production and approvals.
The System in Action
Across categories and product types, the system ensured that every Beautiful PDP and in-store asset felt cohesive, polished, and unmistakably on brand.
