A modern, minimalist living room with light-colored furniture, a round coffee table with a vase and book, a curved armchair with a cushion, two beige chairs, a glass of water, and a marble-topped side table, featuring a staircase with wooden steps and a metal frame in the background.

Viewrail Brand Evolution

Goshen, IN

2023

Viewrail, a national stair and railing manufacturer, had expanded into the luxury residential market and brought me on as Director of Design to guide the company toward a more elevated, luxury-focused brand presence. 

My first task was to revitalize the product line primarily using color and materials. Viewrail's default setting: a black mono stringer stair with white oak treads, had been widely popular in the modern farmhouse boom, but was losing popularity as styles evolved.

The new color palette was a success, expanding the customer base to include homes with transitional and classical-inspired designs, conveying the sense of warmth and detail so in demand in today's luxury homes.

  • Modern interior with a floating wooden staircase, white walls, and a sitting area with curtains and a small sofa.

    Working closely with the manufacturing teams, I created an entirely new color palette, focused on earthy tones inspired by nature. New options like unlacquered brass hardware and light amber glass gave a new look to the product lineup. 

  • Two white modern ceramic vases with abstract shapes on a black surface, partially covered by a brown textured fabric, next to catalogs showing interior design images and flooring options.

    Showcasing the new aesthetic with a design-focused look book had a big impact on potential customers, with a big increase in distribution and demand.

  • Open cardboard box labeled 'The first step to extraordinary' inside consisting of a discovery kit, placed on the ground surrounded by dry grass.

    As part of the marketing strategy for the new color palette, I developed a sample box experience, the Flight Discovery Kit. The new discovery kit created a curated unboxing experience capturing the essence of Viewrail's new brand direction.

  • Open cardboard box with a Discovery Kit brochure inside, placed on bamboo or wooden surface outdoors. The brochure features an image of a modern, minimalist staircase design.

    The best part? By designing the kits around easily manufactured parts, the new boxes cost only pennies more than the old, utilitarian version.

  • Modern living room with white furniture, minimalistic decor, and a staircase leading to an upper floor.

    As styles like japandi and modern organic continue to gain momentum, I've directed Viewrail's marketing team in creating visually compelling campaigns helping designers and homeowners contextualize how modern stairs can integrate into their designs.

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