Wayfair

Wedding Registry (Re)Launch

A person holding a smartphone with the Wayfair Registry webpage open, sitting with crossed legs and drinking from a glass.

In order to boost awareness of Wayfair's wedding registry, we revamped the creative strategy to focus on uniqueness and product diversity. By showcasing the wide range of products across various categories, we aimed to attract potential customers and distinguish Wayfair from its competitors.

Services
Art Direction
Graphic Design

Client
Wayfair

Studio
Honor Code Creative

The Solve

Wayfair was not yet the go-to for registry needs. We created a two-month targeted campaign aimed at engaged couples (62% under 35) and their influencers.

We highlighted the benefits of using Wayfair's wedding registry, encouraging couples to consider the platform for their special day. By emphasizing the array of options available and leveraging the notion of individuality, we helped build customer loyalty and position Wayfair as a go-to destination for wedding registries.

Concept

We jumped on the idea of The List. Lists—holiday or wish—are addictive. They naturally encourage multiple purchases, show lots of options, and invite sharing. We could do it without a photo shoot. Focusing on lists highlights Wayfair’s wide selection, differentiates from competitors, and avoids stereotyping couples while keeping emotional appeal.

Images of promotional graphics for Wayfair Registry, featuring text and illustrations of home items like a mixer, cookware, and cutlery, with colorful and modern design elements.

E-Commerce Banners

We created homepage banners to promote Wayfair’s wedding registry. Using The List theme, we highlighted a mix of fun and top-selling items (like table tennis and an Airbnb gift card). The tagline — Make a list. Of everything you love. — ties the creative to Wayfair’s shopping experience.

Screenshot of the Wayfair online shopping homepage featuring kitchen appliances, bedroom furniture, and home organization products.
Computer screen displaying Wayfair's homepage with a pop-up for Wayfair Registry, featuring options to explore exclusive brands and create a list of favorite items.

Social Campaign

A high-impact list of all the essentials grabs attention. This story encourages viewers to make their own wish list and registry. A second Instagram story shows a list from a Wayfair influencer couple, available on Instagram and Wayfair.com. Future plans expand influencer lists into stores with digital, interactive displays.

A social media story promoting Wayfair registry items, including a blender, a Dutch oven, and a fondue set, with questions about preferences for each item and a call to see and shop the list.