Brand, Editorial, and Launch Work for a French Upholstery Atelier
OVERVIEW
Marketing and Communications Intern at Atelier Jouffre's New York office, summer 2025. Atelier Jouffre is a French upholstery atelier that fabricates custom furniture and interior pieces for designers, architects, and luxury brands.
I worked across the atelier's marketing functions: a brand audit at the start of the internship, the Instagram and LinkedIn programs, website editorial, press kit materials for the NYC expansion, and the launch kit for a new collectible design line.
PROBLEM
Atelier Jouffre is well-known within the architecture and interior design trade but has limited public-facing brand presence. The collectible design line was the atelier's first product line sold under its own name rather than fabricated for another designer or brand, so the launch needed materials that could introduce both the line and the atelier to press, trade, and end clients.
- Introduce the new line to press, trade, and end clients
- Translate the atelier’s craft and process into materials non-trade audiences could understand
- Keep voice and visuals consistent across social, web, and launch deliverables
LAUNCH KIT
The launch kit was the centerpiece deliverable. Four components, each built for a different audience:
Brand positioning
Written positioning and messaging for the collectible line. Built first so the rest of the kit could be developed against a single point of view.
Launch film concept
Concept and treatment for a short-form video introducing the line. Written to be produced after the internship by the atelier's video team.
Tear sheets
One-page printable sheets for each collectible piece — product photography, materials, dimensions, and pricing. Designed for press outreach and trade meetings.
Client-facing launch presentation
A deck with the positioning, product information, and craft story for the U.S. sales team to use in business development meetings.
OTHER WORK
The Humans of Jouffre video below is a portrait of Corina, a furniture designer on the atelier's team. Filmed and edited in Adobe Premiere Pro as part of the social and editorial program I ran across the summer.
Other work shipped during the internship: the opening brand audit, weekly Instagram and LinkedIn content, long-form website editorial (including interviews with interior designers), press kit materials for the NYC expansion, a Natural Materials FAQ, and a Material Care Guide.
REFLECTION
The internship covered most of the marketing functions a small atelier needs — brand, social, web, press, and a product launch — which made it useful exposure to how a craft-led business communicates without a large in-house team.
