Luma Atelier
A lifestyle retail brand system for home comfort, knitwear and seasonal campaign expression.
Brand expression
Campaign art direction
Digital content system
Ecommerce campaign assets
Seasonal launch readiness
Build a warmer, more ownable campaign and digital expression system for Hearth & Harbor, helping the brand communicate comfort, softness, seasonal living and everyday ease across launch assets.
What we delivered
- Hearth & Harbor campaign visual direction
- Seasonal digital campaign system
- Social story and vertical ad layouts
- Ecommerce promotion assets
- Offer-led campaign panels
- Early-access collection preview assets
- Testimonial and review-led content layouts
- Lifestyle photography direction
- Product storytelling framework
- Messaging hierarchy for campaign headlines, subcopy, CTAs, and proof points
- Reusable design system for future seasonal launches
Challenge
Hearth & Harbor needed to move beyond attractive product imagery
into a clearer lifestyle world. The brand needed to feel warm, premium, trustworthy and easy to connect with across social, email, ecommerce and seasonal campaign touchpoints.
The work needed to improve the consistency of the brand story. The product offer — cosy layers, knitwear, soft textures, home living and nature-inspired comfort — needed a stronger system that could guide headlines, visuals, offers, testimonials and launch messaging.
This mattered because lifestyle buyers are not only purchasing products; they are buying into a feeling. Without a clear emotional identity, Hearth & Harbor risked blending into a crowded home and apparel category, losing memorability and making each seasonal
launch feel disconnected.
Approach
5sum shaped the work around turning Hearth & Harbor into a softer, more recognisable lifestyle brand system. First, the team clarified the emotional territory: comfort, slow mornings, home rituals, natural materials and everyday warmth.
Next, the visual system was developed around warm neutrals, olive green, soft terracotta, serif typography, lifestyle photography and
tactile product moments.
This created a consistent look that could work across product, family, home, outdoor and early-access campaign scenes.
Then, the brand world was translated into campaign-ready assets, including social stories, promotional panels, testimonial-led content, seasonal preview messaging and offer-driven layouts.
Finally, the system was structured so future seasonal launches could reuse the same visual logic, messaging hierarchy and content formats without starting from scratch.
Outcomes
88%
Positive brand recall in audience review and concept testing.
62%
Increase in first-month online sales vs. campaign forecast.
2.4×
Higher campaign engagement compared to previous seasonal launches.
3×
Growth in email sign-ups within 90 days of launch.
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Client quote
“This work demonstrates how a clearer system can help a brand, campaign, product or digital experience become easier to recognise, apply and develop over time.”
Founder, Hearth & Harbor
Highlights
Messaging hierarchy aligned
Identity system clarified
Assets made implementation-ready
Campaign system stress-tested across multiple formats
Seasonal launch roadmap defined
Product storytelling made more consistent
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