Narchie

Dubbed ‘the depop of homeware’, Narchie is a reselling app on a mission to make interiors more sustainable. We needed an attention grabbing launch campaign that would attract both buyers and sellers to the Narchie marketplace, whilst positioning the app as the place to be for anyone with a discerning eye for interiors and the planet.

Narchie is an app that anyone can join – from professional furniture makers to spare-room-spring-cleaners. This meant that photography and styling on the app itself varied wildly, making it difficult to curate for Narchie’s own promotional content. The lack of a singular style was both the pleasure and pain of the Narchie feed, so we had to find a way to present items in a way that captured shoppers imaginations without pigeonholing on taste. Plus: nobody had heard of us.

We shot a series of films from both the sellers and buyers perspectives, to show our fledgling audience how easy it is to get started on Narchie. From Japandi themed lodges in Putney to maximalist converted churches, we gifted eclectic interior influencers a free purchase from the app and filmed house tours with them to showcase something for every style.

To reflect Narchie’s varied offering, I developed an abundant graphic approach that follows a scrapbook style which flexes easily to be grouped by trend or category. It meant that we could curate the feed for social under the Narchie brand and promote sellers items without the obstacle of their own styling or photography.

For the launch campaign, we shot with real Narchie sellers and their collections. Styled ‘moments’ against a blank studio references the potential for mix and matching to create a Narchie feed that’s tailored to you. Browse 1960s Habitat lamps right there next to some golden retriever oil paintings - you do you, hun.

Narchie onboarded 300 sellers in the time that the campaign ran and received write ups from Refinery29, House Beautiful, House & Garden, The Times, Bustle and London on the Inside during it’s launch period.

Art direction, graphic design, social media management & copywriting - Ruby Donachy
Photography & videography - Ben King
App founder & director - Harriet Pringle

Produced in-house at Narchie