Burrow
Modular Furniture
Year
2018 - 2019
Website
www.burrow.com
My Role
Art Director / Digital Designer
Product
Objective
Burrow is a D2C furniture brand built for modern city dwellers — modular, easy to move, and designed to fit real life rather than idealised interiors.
As part of the in-house creative team, I helped define and execute the “Never Normal” campaign — a creative platform designed to reposition Burrow away from generic furniture brands and towards a culturally distinct, lifestyle-driven identity.
Core tensions
Furniture marketing was visually homogeneous and aspirational
The target audience valued personality over polish
Burrow’s functional USPs needed emotional storytelling
Social content had to perform daily without becoming repetitive
Process
Phase 1: Defining a creative platform rooted in Burrow’s product truths
Phase 2: Developing characters and narratives to express product USPs
Phase 3: Scaling the system across film, photography, and social content
Outcome
The “Never Normal” campaign helped establish a more expressive and culturally distinctive voice for Burrow, differentiating the brand within a highly competitive D2C furniture market.
The character-driven approach allowed Burrow to communicate product benefits in a way that felt human, memorable, and scalable across channels — particularly on social, where the brand required a high cadence of original content.
The project reinforced the value of building creative platforms rather than one-off campaigns, enabling consistency without repetition.
Standout Features
“Never Normal” creative platform anchored in product truth
Three original campaign characters expressing different lifestyles
Narrative-led advertising for functional furniture features
Scalable visual system across video, photography, and social
Distinct tonal shift away from generic D2C furniture aesthetics
Research + Personas
The campaign was designed as a modular creative system — characters, colour, tone, and scenarios could be recombined to support multiple channels while remaining recognisably “Never Normal.”
Audience research focused on understanding the behaviours and self-perception of urban renters: frequent movers, visually driven decision-makers, and consumers who valued individuality over mass appeal.
These insights informed the development of the campaign characters and scenarios.
MarComs
Social media was treated as an extension of the campaign rather than a separate channel. The creative approach balanced structure and spontaneity — an “organised chaos” that allowed for daily content without diluting the brand voice.