West Elm wasn't getting credit for what differentiated them from "look-alike retailers of mass-produced, uninspiring products." While their designs appeared similar, each possessed a unique narrative that wasn't being communicated.

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West Elm connects a vibrant community of makers, designers and innovators from all over the world. We brought to life the stories of the people and places behind West Elm's products, while also painting a picture of how those products come to life in people’s homes.