JACK McCARTHYmarketing copywriter, editor
Social Media &
Outdoor Advertising
True Value Hardware • Willow Upholstery & Drapery • FTD-ABC Mother's Day Facebook Promotion • National Safety Council
True Value Hardware Paint Introduction Billboard (concept)
The client's goal was to create awareness of a new paint brand differentiated by the fact that the paint needed far less rep work than other brands. And since it was for a billboard, the message needed to be done in a few memorable, easy-to-understand words.
When the team at Willow Upholstery and Drapery were asked to provide a window shade for the entryway of a growing family’s brand new home, we welcomed the opportunity to, once again, apply our experience to this (literally!) seamless melding of form and function.
Planning the strategy
We were experienced with the clients’ aesthetic—understated elegance throughout the home! Applying that to a hard-working entryway was the challenge. Here, family and friends would enter the home—it would be a place for putting on and taking off boots in the winter, welcoming guests, and awaiting carpools, school buses and greeting first dates.
Unlike the house’s other areas, this was a transitional space that had to be both inward and outward facing. The window in the entrywaymade its own significant architectural statement—double sashed with diamond-
Setting the stage for a
lifetime of memories
shaped leading that references the home’s English design antecedents. Our brief was to preserve the window’s architectural integrity while controlling sunlight and privacy.
The execution and reveal
Our solution was one crisply tailored, inside-mounted and cordless Roman shade that would roll down from the window’s center, with the fixed light above the lower sash undressed and open to the natural light pouring in from outside. This allowed us to preserve the “Olde English” look of the window while making as-needed adjustments for the view, privacy light control.
By working with Horizons Window Fashions, we were able to ignore the standard 2 ½” depth normally required for cordless shades and, instead, use their 1 ½” deep headrail that fit the 1 ¾” of the window. The shades were fabricated of silk, with no visible seams so it was smooth and flat. To ensure the works’ invisibility, we attached the slats to the lining layer only.
The result was a window that will light up this family’s every departure, every homecoming for a generation.
Willow Upholstery & Drapery Blog
Besides providing custom decor for its many high-end clients, this upmarket drapery and upholstery studio provides design and fabrication services to many of the leading interior designers in the midwest.
These blogs are intended to tell the complete story of selected projects. By conveying the thought and attention to detail that had gone into every job, our goal is for both homeowners and trade professionals to read the story and realize that they'd found the perfect source for their projects.
ABC/FTD Mother's Day Facebook Promotion
This gentle reminder that Mother's Day was fast approaching,focused on ABC's "mom-centric" Wednesday night schedule and appeared on FTD's Facebook page.
National Safety Council Posters
These are two of a series of posters written from 2016 through 2018 for the world's leading safety organization. Each poster distilled a "5-Minute Safety Talk" into a bright, eye-catching graphic
presentation that could be read and acted-upon instantly
