EFFETTO COFFEE TABLE BOOK

OVERVIEW

Role: Global Marketing Director (US, UK, EU)

Focus: Brand storytelling, premium content, physical brand asset, influencer strategy, PR seeding, luxury audience engagement.

To build credibility and cultural authority within the global design community, we created two limited-edition Effetto coffee table books — a tactile brand asset designed to introduce the marketplace through editorial storytelling rather than traditional marketing.

The book was conceived as a statement of intent: positioning Effetto as a serious, design-led platform aligned with the world’s leading designers, galleries and tastemakers.

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APPROACH

Rather than relying on digital noise, the strategy focused on craft, permanence and restraint. The book was designed to feel collectible in its own right — editorial in tone, meticulously produced and intentionally understated — ensuring it would sit comfortably within designers’ studios and personal libraries.

With lean budgets, distribution was highly selective. I identified and curated a list of influential designers, studios and cultural tastemakers whose endorsement and engagement would carry far greater weight than scale alone. The book acted as both a brand introduction and a trust signal, reinforcing Effetto’s positioning through quality, not volume

WHAT I DID

  • Concepted alongside the head of editorial and led the creation of the Effetto coffee table book as a flagship brand asset.

  • Defined the editorial narrative, visual direction and content structure.

  • Oversaw design, production and print to ensure premium craft standards.

  • Curated and managed a targeted global send-out to 500 leading international designers and studios.

  • Integrated the book into wider PR, partnership and brand storytelling efforts.

  • Used the project as a relationship-building tool with high-value contributors and advocates.

IMPACT

  • Distributed to 500 influential designers and tastemakers across the UK, US and Europe.

  • Strengthened Effetto’s credibility and positioning within the global design community.

  • Drove meaningful inbound conversations (+50%) with designers, galleries and collaborators.

  • Reinforced the brand’s premium perception through a tangible, enduring asset rather than transient digital activity.