PIER 1
Reimagining a household name for the new era of digital retail.
THE CONTEXT
Once a household name in home furnishings and décor, Pier 1 faced a pivotal moment in 2020 when all physical stores across the U.S. closed. The brand needed a complete transformation, from a traditional retailer to a modern, digital-first destination.
The challenge was clear: preserve Pier 1’s legacy while reinventing it for an entirely new era of online commerce.
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Featured Work
PIER 1
Elevating a heritage retailer through modern email marketing, social content, and storytelling that re-energized its digital presence.
DRESSBARN
Reimagining a legacy fashion brand with branded email marketing, website content, and campaign storytelling that built emotional connection online.
ARTIFORA
Building a resort-to-city fashion brand from the ground up: branding, Shopify strategy and design, and creative direction that defined its modern identity.
LUXELETHICS
Defining a premium athleisure label through full-scale brand strategy, Shopify experience, email marketing, and UGC-driven campaign storytelling.
LINENS N THINGS
Revitalizing a household name through targeted email marketing and lifestyle content designed to reconnect with modern consumers.
STEINMART
Refreshing an established fashion retailer with strategic email campaigns and digital content that drove engagement and conversion.
THE GOAL
To reposition Pier 1 as a relevant, design-led, and emotionally resonant e-commerce brand. One that could connect with a new generation of consumers while retaining the trust and warmth that made it a household name for decades.
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THE SCOPE
Digital rebrand and storytelling framework
Email marketing concept, copywriting, and design
Content creation for website and blog
Social media campaign content and curation
Copy direction and editorial voice development
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WHAT WE DID
The team behind Brandworks led Pier 1’s digital creative direction during its transition from retail to e-commerce, redefining how a legacy brand shows up online.
We established a new visual and narrative system that balanced heritage with modernity—warm, conversational, and shoppable. Our team developed the brand’s content architecture and email ecosystem, crafting hundreds of touchpoints that bridged commerce and storytelling.
The result was a revitalized digital brand experience: cohesive, consistent, and emotionally engaging, proving that even legacy retailers can thrive when they evolve with intention.
THE RESULTS
Established a new digital identity across all online touchpoints
Created a scalable content system for ongoing campaigns and storytelling
Helped Pier 1 re-enter the market as a digitally native, lifestyle-focused brand
RELATED PROJECTS
LUXELETHICS
Defining the future of athleisure through brand, design, and authenticity.
DRESSBARN
Reviving an iconic fashion brand through storytelling, strategy, and emotion.