I worked on the launch strategy for Firefly by focusing on how to introduce lampshades to an audience that already knew Okhai mainly for clothing. The challenge was to build trust around the category, so the campaign had to make home décor feel like a natural and credible extension of the brand. To do that, we focused the communication on what made Firefly different in the market. Lampshades are usually seen as mass-produced or easily replaceable décor pieces, but hand-embroidered lampshades made from fabric scraps are far less common. We collaborated with an interior stylist and influencer, because her styling perspective added credibility to the new category. The content was made to feel conversational, with her explaining how she would use the lamps, where she would place them, and how they could change the mood of a space. The launch helped Firefly feel like a natural extension of Okhai. It connected the lampshades back to the brand’s larger story of craft, sustainability, and artisan-made design.