CASTE
DESIGN
Caste makes heirloom-quality furniture by hand in Montana and sells it through showrooms and private dealers across the country. It’s high-end, sculptural work with a cult following in the architecture and interior design world. But until recently, none of that translated online. Their website was dated, their social media was nearly non-existent, and their marketing materials felt like an afterthought to the quality of the product.
Introducing VR
They brought me in to quietly rebuild their outward presence. For about nine months, I acted as their in-house creative lead—contracted, but embedded. I led a full brand refresh, redesigned the website from the ground up, overhauled their social strategy, and created new digital and print tools for their sales team. That included interactive line sheets with integrated AR—a way for designers to scan a QR code and view a piece of furniture to scale in their own space. I designed a long-form, gridded social layout that slowly revealed itself like a spread in a design magazine, and we used stories not as filler, but as conversation starters around taste, architecture, and process.
Brand Clarity + Consistency
The website got a full overhaul: simplified UI, clear distinction between made-to-order and in-stock pieces, and new pages for product, stockists, FAQs, and the brand’s backstory. Everything was tightened, polished, and brought into alignment with the level of design they were already producing in the physical world.By the time I wrapped, the new site had launched, the social grid was rolling, and the marketing finally reflected the quality of the product. The systems I built gave them something scalable — not just content, but a structure for ongoing growth. Nearly a decade later, much of it’s still in place. Confidently doing its job. Just like the work it represents.
