Where’d the DIY-ers go?
In the ‘80s Dunn Lumber lost many of their DIY and homeowner audience to the big box stores.
Bring them back!
Dunn Lumber wanted to reconnect with the DIY audience, bringing them back into their stores.
From 2015 to 2019, Rachelle helped develop Dunn DIY from the ground up. She always made sure that everything we did was in line with the heart of the brand, even as she played almost every supportive role imaginable from photographer, to copywriter, to Creative Director.
— Kirsten Dunn, Client
Let’s build trust!
I worked in a number of roles for Dunn DIY, including photographer, content strategist, copywriter, social media manager, and producer, culminating in creative directing Dunn DIY, growing the team from three to (around) ten in four years. Over four and a half years, my team created and distributed over 250 pieces of original content, including photo and video tutorials, converted a digital brand into a physical in-store presence, participated in trade shows, and reintroduced Dunn Lumber to local DIY-ers as their partner for DIY projects.
They’re back!
Dunn DIY saw 99% growth in organic traffic year over year, while Dunn Lumber locations saw a significant increase in DIY foot traffic correlating to Dunn DIY content.
Dunn DIY Awards
2018 ADDY for Out-of-Home Interior Site | After developing a digital brand, the Dunn DIY team created an in store presence, so online users could quickly feel at home in Dunn Lumber stores.
2018 ADDY for an Out-of-Home Installation | Dunn DIY annually hosts a booth at Seattle's Northwest Flower and Garden Show, and won an ADDY creating a cohesive, branded, experience.
2018 ADDY for Webisode Series | Dunn DIY’s weekly content won an ADDY for creating weekly content to inspire, teach, and empower users to make it yours, through weekly DIY tutorials.
2017 Telly for Web Series | Dunn DIY’s weekly content won a Telly for creating weekly content to inspire, teach, and empower users to make it yours, through weekly DIY tutorials.
The Dunn DIY Team
Kirsten Dunn | Client, Talent, Project Designer, Author Todd Dermody | Client, Talent, Project Designer, Author Matt Naylor | Art Director, Sr. Designer David Faddis | Photographer, Director, Director of Photography, Filmmaker Michelle Henley | Photographer, Director, Director of Photography, Filmmaker Joel Cummings | Director of Digital Marketing Dave Powell | Sr. Digital Marketing Specialist Daniel Haugen | Digital Marketing Specialist Ian Ebright | Copywriter, Distribution Manager Hannah Gillman | Copywriter, ACD Keelan Hooper | Project Manager Joe Gannon | Account Manger Rachelle Cummings | Creative Director, Producer, Director, Photographer
This work was done on behalf of Belief Agency for Dunn Lumber