FLORENCE BROADHURST
Reviving a collaboration three years after it stalled.
Senior Art Director & Creative Marketing Lead | 2021–2024
Partnership negotiation, executive proposal, campaign direction, PR, experiential
The Challenge
The Florence Broadhurst collaboration arrived at Valley Forge in 2018 and never launched. The pandemic and a leadership transition left it sitting unused - a licensed partnership with real design equity, generating nothing. When I took over marketing in 2021, the easy call was to leave it shelved.
The Approach
I made the case that the asset was worth more than the effort to revive it, then had to prove it internally before I could prove it externally.
Renegotiated the collaboration with our team and the Signature Design Archive, the global agency for the Broadhurst estate, structuring it to support seasonal releases rather than a one-off product drop
Built a formal executive proposal to secure leadership buy-in and budget, framed around brand positioning and earned media potential, not creative preference
Developed the campaign platform end to end: creative direction, national print media plan, social, and a PR strategy that made the collaboration itself the story
Extended it into physical space, designing the HD Expo booth around Broadhurst's design language and lifestyle world
What We Made
Campaign creative direction · National print advertising · Social campaign · PR and media outreach · Product photography · Trade show environment design · Seasonal launch program
The Result
Launched January 2023, opening with Broadhurst's Cranes and Turnabouts prints, structured for seasonal releases across the following years.
Print advertising: Interior Design and Hospitality Design
Earned coverage across four trade outlets:
Hotel Business
Hospitality Design
Resort Trades
Hotel Management
Best Instagrammable Booth
HD Expo, Las Vegas, 2024, for the Broadhurst-designed booth
Credits: Licensed in partnership with Signature Design Archive. Printed at Valley Forge's in house print facility.