Inspiration beyond the Screen
Turning Planning
into Inspiration.
The Challenge
Pinterest has 85% brand awareness but low monthly activity, they are widely known but inconsistently used. Users turned to the app for planning, but the initial spark of inspiration often began long before they opened a screen.
The Solution
Make Pinterest present where ideation actually happens. By creating a tactile extension of the platform and distributing it in inspiration rich physical environments, we transformed the app into a real world discovery companion.
Where Discovery Begins.
Behavioral analysis confirmed that inspiration is embedded in physical life: places like coffee shops, museum galleries, and bookstores. We identified that Pinterest was not failing to inspire, it just was not present in the moments where ideas were first sparked. The platform needed to show up where users were already thinking and imagining.
85%
Brand Awareness
30%
Monthly Activity Gap
Directing the
Strategic Approach
My Role | Team Anchor & Brand Lead
- • Served as the lead coordinator to translate behavioral discovery research into a tangible growth strategy.
- • Identified the critical gap between physical ideation and digital planning to initiate the real world pivot.
- • Directed the design of the offline to online engagement loop to ensure seamless user acquisition and retention.
- • Managed the creative output to ensure the tactile magazine extension felt like a natural part of the Pinterest ecosystem.
Unity Through Tangible Discovery.
Tactical Extension | The Cover
Tactical Extension | The Interior Spread
By placing Pinterest in high inspiration spaces, we paired discovery with expertise, curating content based on what is trending in the moment. A magazine in a bookstore features rising titles and genres, while a coffee shop edition highlights seasonal recipes and ideas, making every touchpoint feel informed and intentional.
Platforms compete for attention. Pinterest wins by showing up in ways that are genuinely useful, not driven by likes or comments.
By aligning the role of the platform to the physical moments where creativity starts, I led the transition of Pinterest from a digital tool into a real world companion.