The Dopamine
Decor Edit
An older curated edit on the Lekker Home site had started gaining traction in organic search, ranking for dopamine decor and dopamine furniture without much effort. But the page capturing that traffic was outdated: stale products, dated imagery, an experience that didn’t match the energy of the trend.
The brief was to revive it entirely. New products, new imagery, a new page experience built to be immersive, joyful, and worth staying on.
My role
This project spanned the full editorial process, from initial concept through to published page. No single handoff point.
Defined the five-story framework, identifying color-led moods that mapped to Lekker’s inventory and current customer search behavior.
Selected and grouped products from across the catalog in collaboration with the marketing and sales team, balancing price, category, and visual coherence within each story.
Wrote all section introductions and product-level copy, maintaining a consistent editorial voice across five distinct moods without repetition.
Designed and implemented the full page layout, with attention to section pacing, typography hierarchy, and a mobile experience that preserved the atmosphere of the desktop version.
Five moods, one edit
Rather than organizing by product type or price, the edit was structured around five distinct color-led stories. Each pairs pieces from across the Lekker catalog into a room built around a feeling, not a category.
Tangerine Dream
Saturated orange anchored by rich purple, with butter yellow and soft sage completing the palette.
Design decisions
Each story was designed to feel fully distinct: its own moodboard header, palette, typography treatment, and product selection. The challenge was maintaining a cohesive experience across five sections without any one of them feeling like a repeat of the last.
What I learned
The most interesting challenge on this project was maintaining editorial coherence across five stories without the page feeling repetitive. Each section needed its own distinct atmosphere while still reading as part of a single experience. That required careful attention to tone, pacing, and visual variation.
It also reinforced something I find consistently true: the tightest briefs produce the sharpest work. When the goal is clear and the constraints are real, every decision has to earn its place.
