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Small Space Stylist
Building a brand for your first space—and growing it into something much bigger
My history with Dormify began while I was still in college, when I became the brand’s first intern. I later returned to work on the business professionally, eventually helping lead some of the creative direction of a brand I had watched grow from its earliest days.
Dormify began with a simple insight: shopping for a college dorm was functional, fragmented and largely devoid of personal style. While at HZ, we helped build the brand from the ground up, creating a distinct identity and point of view that transformed the dorm room from a temporary space into a first opportunity for self-expression.
Over eight years, my work touched nearly every part of the brand—from its identity, product design and packaging to e-commerce, retail partnerships, pop-ups and seasonal campaigns. This breadth allowed us to build a cohesive experience across every stage of the customer journey, from discovering the brand online to selecting a style, shopping a collection and moving into a first space.
Client:
Dormify
Role:
Product & Poster Design
Print & Package Design
Social & Campaign
Catalog & Editorial
Website & E-Commerce
Email Marketing
Year:
2011-2021
Agency Created At:
HZ
We developed seasonal digital experiences, product stories, curated collections and campaign systems that helped customers shop by style and imagine how individual products could come together in a room of their own.
Back-to-school became an opportunity to continually reinvent the brand for a new generation of students. Each season responded to new trends, behaviors and cultural influences while maintaining a recognizable Dormify perspective: expressive, approachable and designed to make a small space feel entirely your own.
What began as a solution to dorm-room shopping grew into a nationally recognized lifestyle brand and destination for college and small-space living. Williams-Sonoma, Inc. acquired Dormify’s intellectual property in 2025 and later relaunched it as the tenth brand in its portfolio—bringing the idea into its next chapter alongside some of the most established names in home and design.
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