In Fall of 2024, La-Z-Boy opened a concept store in central Chicago, which featured a new branch of the legacy furniture developer: La-Z-Girl, a brand extension tailored towards modern female audiences. I wanted to make the new La-Z-Girl copy (and accompanying ads) playful and feminine, but also retain that certain nostalgic — dare I say patriotic — American sound. I took inspiration from George Lois and the “60s style ad”, a period in which most had a La-Z-Boy product in their home. In addition to the copywriting work I completed, I also designed and organized the store’s wall art and large scale installations, many of which featured the new La-Z-Girl dog, “Cozy”.