Building the strategic foundation for a design-forward homeware brand.
Brand repositioning. Customer journey mapping. A content system built around how people actually buy.
The work.
Trashy Goods makes design-forward homeware from recycled and reclaimed materials. We came in to build the strategic and content foundation the brand needed to grow.
1. Brand Strategy + Positioning
We defined Trashy Goods' positioning around a POV only they could own: anti-precious, anti-perfect, design for real life. Not the eco brand that guilts you. Not the overly aesthetic organizing brand. The brand that makes things that look good and actually get used.
2. Customer Journey Mapping
We mapped how the Trashy Goods customer moves from discovery to purchase across four stages — and identified the specific triggers, hesitations, and content jobs at each one. The result: a full journey map and insight bank grounded in real audience behavior.
3. Content Pillars + Strategy
We built five strategic content pillars, each with a defined role in the funnel.
4. Brand Voice + Product Language
We developed tone guidelines and rewrote how the brand talks about its product, turning material variance from a disclaimer into a differentiator, and giving the recycled material story the personality it deserved.
5. Content Production
We built and executed content across social and email, including an invite-only campaign that delivered a 60% open rate and 10% click-through.
6. Channel Strategy + Prioritization
We mapped the role of each channel in the customer journey and built a prioritized 60-day plan focused on the moves most likely to drive growth given the brand's stage and resources.
What Trashy Goods Left With:
A distinct brand POV with a clear lane in a crowded category
A full customer journey map and audience insight bank
A strategic content system with five pillars and 25 content series
Brand voice guidelines and rewritten product language
A prioritized growth roadmap for the next 60–90 days