From wallcoverings to circular brand strategy
We sat down with Erica Puccio for a conversation about what happens when creativity, community, and impact share the same brief. From concepting wallcoverings to shaping circular brand strategies, Erica’s work lives at the intersection of story and space—where design becomes a tool for belonging, not just a backdrop.
Lorraine Francis: You’ve built a practice at the intersection of product design, brand development, and hospitality. What early experiences or moments nudged you toward this kind of work?
Erica Puccio: I’ve always loved storytelling, whether through art, design, or simply connecting with someone and learning who they are. We all have a voice, and when you find yours and use it in a positive way, it can make a real difference.
Early in my career, I had the opportunity to work for a brand where every space was an extension of its story. I saw how each product, finish, and design choice could amplify that narrative and create an environment where people felt uplifted, welcomed, and genuinely seen. That experience made it clear that this intersection of product design, branding, and hospitality was where I was meant to be.
By combining my background in interior design, product development, and business strategy, I realized I could build a practice rooted in purpose, one that uses design as a way to tell meaningful stories and strengthen the communities we serve.