I joined Decora in 2011 and was introduced to The Fabric Box brand for the first time. At that stage, the foundations were already strong, supported by respected creative partners and high-quality photography. In those early years, my role was more contributory than directive, influencing elements of design and presentation while learning the rhythms of the brand and the category it operated within, and gradually introducing a more considered, editorial approach to its fabric book and brochure design.
Those formative years established an important baseline. The Fabric Box was already recognised for its visual quality, but it had not yet fully defined what it could become. That shift came later, when the opportunity emerged to move beyond strong photography and begin shaping the brand with clearer intent, introducing digital CGI as a core part of its visual language and giving the brand a distinct personality that customers connected with and valued.
From 2018 onwards, I took clear ownership of The Fabric Box’s creative direction, reframing it as a brand with depth, adaptability, and long-term ambition. The focus moved beyond individual campaigns or photography-led moments towards building a cohesive brand system that could operate confidently across print, digital, and e-commerce, with presentation standards that stood comfortably alongside the worlds of fashion and interiors, extending into physical environments and live presentation and contributing to industry recognition including Best Large Stand Design in 2018 and 2024.
Photorealistic CGI became central to this shift, enabling consistency and scalability across product presentation, websites, and shared assets used directly by customers. The brand evolved into something far more powerful than a collection of well-styled images. It became a flexible, world-class platform, capable of supporting sales, storytelling, and growth across multiple channels, while maintaining a strong and recognisable identity built around distinctive design, colour, and texture-led fabric collections.
As the team grew, so did the depth and authority of the brand. Rebecca Johnson joined initially as a placement student and developed into a key creative voice, bringing discipline, consistency, and a strong eye for photography and layout. During this period, we also collaborated with Blink on CGI interiors and video production, with all concepts and art direction led in-house. Together, we elevated not just individual assets, but the system behind them, ensuring imagery and motion content aligned seamlessly with the wider brand world.
This approach culminated in the evolution of The Fabric Box website into a flagship digital experience. Each fabric was supported by bespoke CGI window scenes, individual product pages, and a considered sample-ordering journey. The site reflected the same level of care and intent found across print and physical environments, supported by carefully directed photography and video. Alongside a refined identity system, the brand developed real substance, confidence, and class.
