“Make Room for OUI” is a fully integrated and responsive campaign created to launch OUI, a private home brand for Indigo. I collaborated with multiple merchant teams to develop key initiatives including visual direction for e-commerce and in-store.These items represent simplified, purposeful living, so I wanted a bright, optimistic and comforting mood. To achieve this, I created a colour palette that balanced nostalgia and brightness rather than a more traditional fall palette. Fall is a time when we move indoors, but there is still beautiful natural light—I captured that light and balanced it with the warmth of candlelight. As customers say goodbye to summer and once again prepare to nest inside during the pandemic, OUI will ensure they do it beautifully.