Finial
Digital Art Direction for a Room-Finishing Platform
Finial helps people finish the room they already have. Through a guided room-read flow, designer-curated product recommendations, and plain-English styling rationale, it turns decorating uncertainty into a clear next move.
Founder · Creative Director · Brand Strategy · UX Direction · Ecommerce Curation · Copywriting · AI-Assisted Development
Art Direction · Digital Design · UI/UX · Product Storytelling · Ecommerce Creative · Brand Voice · AI-Assisted Creative Development
Independently designed, written, and launched using Claude Code and AI-assisted workflows.
Most people do not need to start over — they need help choosing the next right layer.
Decorating advice online swings between generic inspiration and overwhelming choice. Finial creates the middle ground: it reads a user's room, recommends finishing pieces backed by designer reasoning, and focuses on the "signature move" — the one layer most likely to bring the room together. The creative direction is warm, editorial, and practical — more like a designer's note than a decorating quiz.
A brand voice that extends beyond the product. The landing page sets the tone — warm, editorial, and practical — carrying the campaign voice into the product experience itself.
Curated, not endless. The personalized "your room reads…" language turns analysis into a recommendation, and the experience reduces decision fatigue with a focused set of designer-backed options across rugs, curtains, art, pillows, lighting, and accessories.
Design logic, translated. Each recommendation explains the role a piece plays — whether it adds contrast, softness, scale, pattern, color, texture, or visual weight.
An interiors editor and a trusted designer, in one place.
Warm ivory, soft taupe, muted brown, quiet neutrals, and restrained contrast.
Editorial serif headlines paired with clean, readable supporting type.
Generous margins, calm hierarchy, product-forward cards, and modular sections that make shopping feel guided.
Helpful, direct, and lightly playful — explaining the reasoning behind each recommendation, without design jargon.
A working digital interiors platform — from brand voice and visual identity to product logic, shopping flow, and launch-ready execution.
Finial combines brand storytelling, UI/UX direction, ecommerce merchandising, product curation, and AI-assisted development — demonstrating how a clear creative concept can become a full digital experience.