Wayfair

Wedding Registry Relaunch

A person holding a smartphone with the Wayfair Registry webpage open, sitting with crossed legs and drinking from a glass.

In order to boost awareness of Wayfair's wedding registry, we revamped the creative strategy to focus on uniqueness and product diversity. By showcasing the wide range of products across various categories, we aimed to attract potential customers and distinguish Wayfair from its competitors.

Services
Art Direction
Graphic Design

Year
2022

Client
Wayfair

Studio
Honor Code Creative

The Solve:

Wayfair was not yet the go-to for registry needs. We created a two-month targeted campaign directed at engaged couples (62% under the age of 35) and their influencers.

We highlighted the benefits of using Wayfair's wedding registry, encouraging couples to consider the platform for their special day. By emphasizing the array of options available and leveraging the notion of individuality, we aimed to build customer loyalty and position Wayfair as a go-to destination for wedding registries.

Images of promotional graphics for Wayfair Registry, featuring text and illustrations of home items like a mixer, cookware, and cutlery, with colorful and modern design elements.

Concepts

We quickly concepted and ran with the idea of The List. Holiday lists, wish lists, making a list is addictive! It’s also an authentic, unforced way to encourage multiple purchases, show extensive selection and promote sharing. Finally, we could make it work without a photo shoot - and by focusing on the list, telegraph Wayfair’s unique distinction (breadth), stand out from competitors, and eliminate the notion of what the typical couple looks like without losing the emotional pull.

Screenshot of the Wayfair online shopping homepage featuring kitchen appliances, bedroom furniture, and home organization products.
Computer screen displaying Wayfair's homepage with a pop-up for Wayfair Registry, featuring options to explore exclusive brands and create a list of favorite items.

E-Commerce Banners

We designed a suite of homepage banners to promote Wayfair’s wedding registry. Continuing with the theme of The List, we spotlighted a mix of fun and key, high-performing products (like table tennis and an AirBNB gift card) in the design. And our tagline messaging (Make a list. Of everything you love.) supports the creative concept and existing shopping UX on Wayfair’s website.

A social media story promoting Wayfair registry items, including a blender, a Dutch oven, and a fondue set, with questions about preferences for each item and a call to see and shop the list.

Social Campaign

A big-impact list with all the essentials is highly effective in grabbing the viewer's attention. This story aims to inspire the viewer to create their own wish list and start their own registry.

A second Instagram story features a list curated by a Wayfair influencers couple and can be accessed online through Instagram and Wayfair.com. Future plans include expanding influencer-curated lists to in-store experiences, featuring digital and interactive displays.