Residence Supply
We Craft Bespoke Fixtures
Residence Supply is a modern lighting atelier from Coral Gables, Florida. A brand built on the belief that lighting is more than illumination; it’s storytelling. Each piece is handcrafted from materials like brass, alabaster, travertine, and leather, merging artisanal precision with architectural intent.
What began as a small workshop designing fixtures for local luxury homes has evolved into a global brand trusted by over 10,000 customers. Residence Supply’s mission is to bring emotion into interiors, where every fixture feels personal, tactile, and made to live for generations.
Scaling
When I first joined the project, the brand was ready to scale beyond craft storytelling into measurable growth. My focus was to build a creative system that could scale ad production without losing identity.
The plan was simple but structured:
Develop a repeatable workflow for creative testing and iteration.
Build a campaign rhythm that blends performance and storytelling.
Elevate creative quality within three months while increasing ad output.
Launch retention-focused campaigns to nurture past buyers.
Establish quarterly brand campaigns that align with both top- and mid-funnel performance.
The primary goal: reach a 30 % sales increase in three months, achieve a 50 % hit rate on new creatives, and grow retention conversion by 30 %.
I started by mapping six core personas: from architects and interior designers to homeowners and boutique hotel owners. Each representing a different purchase motivation and emotional driver.
This allowed me to create a “Rule of One” framework for messaging: every creative spoke to one person, one problem, and one promise.
For instance:
The Tastemaker’s Secret (Olivia Marlowe): Lighting your clients haven’t seen, and never will.
The Legacy Maker (Alexander Hayes): Lighting that feels like it was made for your home, because it was.
Design Without Compromise (Marcela Rivas): Fixtures that speak your design language.
The Atmosphere Engine (Julian Romero): Lighting that turns every guest into your marketer.
The Smart Dreamer (Eva Martinez): Designer lighting you’ll love, and never regret buying.
The Trend Owner (Luna Brooks): Drops you can’t scroll past, and won’t see again.
These personas became the foundation for all creative directions, ad hooks, and funnel structures.
Three-month sprint system
Each week, my team produced 15 static briefs (with 4 visual variations each) and 3 video briefs (with 3 hook variations). After uploading the creatives, we allowed a two-week window for data collection before analyzing CTRs, conversions, and persona-angle performance.
This feedback loop helped us identify which persona + angle combinations drove results and built a “creative knowledge bank” for iteration.
To complement this, I launched an evergreen campaign called The Details Campaign, designed to shift attention from promotion to craftsmanship. The content highlighted material textures, joinery details, and the warmth of light through subtle sound and pacing. It became the emotional anchor of the brand, a reminder that Residence Supply’s value lies not only in design but in devotion to the unseen details.
The Creative Workflow is Live!
Once the creative workflow was live, iteration became effortless. We balanced performance-driven testing with brand-led storytelling, producing over 60 static variations and 27 video concepts within the first month.
Every creative was reviewed weekly to extract learning points: what worked, why it worked, and how to scale it. The rhythm turned creative production into a predictable system.
By month four, the system had achieved three-quarters of our growth goals: ad volume scaled smoothly, retention campaigns improved returning customer conversion by 30 %, and total sales rose 30 % within the three-month target.
