Creating the visual language for direct-to-consumer rug startup Ernesta

Direction, Design

A well-designed sitting room in a luxury home.


With the brand strategy set internally during beta, learnings from early photoshoots were applied to a new approach leading to the public company launch. The new brand elements would be warm, detailed, and attainably aspirational.

Photography art direction

For any DTC brand, the game can be won or lost in photography — doubly so for a brand rooted in design culture. They must connect emotionally and inspire. For Ernesta, lifestyle art direction emphasizes eclectic luxury. The rugs and home styling set the tone of the image instead of leaning on photographic style.

Setting the typographic style

The brand’s gestural, hand-written logo, designed by Mythology, emphasizes the personal, but needed an exacting and luxurious compliment for supporting typography. Portonovo by Luzi was chosen for headlines and for body copy, Reader by Colophon. Pairing these typefaces with highly-considered photography helps builds a comfortable and aspirational world.

Creative direction for media and content

Finding trustworthy information about rug quality is harder than you might think. Educating consumers on the category as a whole, as well as Ernesta’s assortment is priority. Media content is created in long-form, then re-edited into smaller pieces for use in paid advertising. This modular approach keeps budgets low and allows for creating an expansive library of assets from one central piece.


This work will set the visual language across merchandising, marketing, and both e-commerce and physical retail for years to come. Since the public launch of Ernesta out of beta, there has been steady expansion — including the opening of a showroom on the Upper East Side of New York.