Glassísimo

Contemporary custom glass furniture built on European craft heritage. Based in Sarasota, Florida, selling across the U.S. and Mexico through a dealer network and direct custom commissions.

​Role: Creative Director & Digital Marketing Lead Period: 2022

The problem

Glassísimo sells a high-consideration product to two audiences at once: end clients specifying a custom piece, and dealers deciding whether to carry the line. Both were being served the same undifferentiated feed, and the brand's strongest asset, the craft process behind each piece, was not visible anywhere in the content.

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What I did

• Divided the channels by funnel function: Collections and Custom for end clients, Quick-Ship and Become a Dealer for the trade, HPMKT for trade-show season.

• Built the content system around how the furniture is made, using artisan and process footage to justify the price point rather than competing on product shots alone.

• Ran the YouTube channel as the long-form home for process films and 3D Visualizer demos, then cut those assets down for Instagram and Facebook.

• Directed product shoots and ensured output matched concept and brand standards.

• Wrote catalog copy, selected SEO keywords and curated the product lineup.

• Wrote copy and captions for 30+ social posts and built the content plan.

• Generated, analyzed and reported monthly performance data.

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The result

• 4K+ follower growth

• 2.3M+ impressions

• 600K+ content interactions from accounts that did not follow the brand

• Instagram reached 5.7K followers across 773 posts

• Verified Facebook page at 3K followers and 3K likes

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600K interactions from non-followers on a niche, high-ticket furniture category is the number that carries this case. It shows the content was recruiting new audiences rather than entertaining the existing ones.