Amalfi

Caldera came to us with a project she had carried for eighteen months and a feeling that the launch was going to determine the next two years of the firm’s calendar. Amalfi was the calling card, the residence she would point to for the rest of her career when somebody asked what kind of work she actually did. The photographs were holding their breath in a Dropbox folder. The client release was approved. There was no plan beyond “post the kitchen first.”

She believed a launch was a piece of writing as much as it was a sequence of images, and that the reveal week was where most designers in her tier left their best work on the table. She wanted a slow rollout (closer to a magazine feature than to a feed dump) that gave the rooms room to breathe and gave her space to talk about the decisions underneath them.

She refused the things that were already exhausting her about her own feed. No source-tagging treadmill. No “shop the look.” No carousel where slide one was a mood board and slide ten was a CTA. If a single image could carry a single idea, that was a post; if not, that was a draft.