Residence Supply, a lighting and hardware company based in Coral Gables, FL, announced the launch of “Made for Gathering,” a Thanksgiving campaign running throughout the month of November. Unlike traditional holiday promotions focused on a single product, or discounts, the campaign positions lighting as the perfect compliment to an evening full of thanksgiving.
About The Campaign
Developed by Residence Supply's in-house creative team led by Creative Director David Cardenas, the “Made for Gathering” campaign’s visual identity emphasizes personal connections, the warmth of shared experiences, and Residence Supply’s pieces working together to frame the mood.
Rather than featuring products in isolation, the campaign showcases lighting within the context of gathering; tables set for conversation, spaces designed for connection, materials that improve with age and use, all blended within the scene of a young couple hosting friends for the holidays. The creative direction deliberately counters the sterile, product-focused imagery typical of e-commerce, instead positioning Residence Supply's fixtures as pieces around which people can gather.
“Made for Gathering” is the first major campaign execution of Residence Supply's updated positioning; transitioning into a brand that measures brand value not by transactions alone, but by authentic cultural engagement and storytelling anchored to passion, craft, and community.
Connecting With Consumers’ Desire For Better Quality
The campaign arrives as consumers increasingly question the environmental and cultural costs of fast consumption. According to the study done by First Insight, a growing segment of design-conscious consumers are prioritizing longevity and craft over convenience. Among them, Millennials and Gen-Z are the most willing to pay premiums for sustainable products, especially when the story is about durability, craftsmanship, and resale value. Residence Supply's positioning taps into this shift without moralizing it.
The campaign also signals a broader repositioning for Residence Supply, expanding from its e-commerce origins toward a culturally-focused brand. The company’s new approach allows flexibility across design styles yet unified by a commitment to craft, passion, quality materials, and community.
From the Founder
“This Thanksgiving campaign is a callback to my original thesis for building Residence Supply: community. From a family-run business with sub-5 employees (and 4 of them being family), to now having the budget to create visualizations to show the world that our products are not just ‘products’ is a very proud moment for me. Residence Supply fixtures are magnets for people to come together. To dine, to laugh, to share, and most importantly to create closer relationships.”
— Jacky Cheung
Creative Team & Process
“Made for Gathering” was developed entirely in-house by Residence Supply's creative team:
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Visual Strategy: Ruthie Kohrman, Head of Visuals
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Copywriting & Brand Strategy: Kennyatta Collins, Lead Copywriter & Creative Strategist
“I wanted to build a campaign that felt like an invitation back to warmth, craft, the kind of gatherings that stay with you,” says Cardenas. “Lighting has a unique ability to shape how we experience each other. With “Made for Gathering,” my goal was to make people feel something familiar, something real.”
The team worked collaboratively across a three week period to develop messaging, visuals, and distribution strategy that positions the campaign as a reminder of what’s important this holiday season.
“Every touchpoint needed to reinforce the message that: Residence Supply creates hand crafted lighting and hardware that bring people together” explains Collins.
When asked about the best part of the campaign, Kohrman expressed, “this campaign has been such a rewarding experience, especially because it captures the heart of what we do at Residence Supply. It’s been a privilege to help bring this vision to life, and I’m proud to be part of a team that values craftsmanship and meaningful connections.”
The campaign also marks the launch of Residence Supply's expanded content strategy, including a new editorial blog and increased production capacity designed to tell captivating stories of craft, materials, and the Residence Supply way of living.
See It For Yourself
About Residence Supply
Founded by Jacky Cheung in 2022, Residence Supply is a Coral Gables based lighting and hardware company specializing in handcrafted fixtures and hardware.
Residence Supply's positioning differentiates it from traditional luxury home brands by emphasizing authentic cultural connection over aesthetic rigidity. The brand serves designers, architects, and discerning homeowners seeking materials that improve with age, design that transcends trends, and pieces worth gathering around.
Learn more at residencesupply.com
Follow on Instagram: @residencesupply
Connect on LinkedIn: Residence Supply
P.s. "and oh, you don't even wanna know what we have planned for Black Friday..." - Jacky