T H E S H A D E S T O R E
Through strategic art direction and environmental storytelling, we elevated The Shade Store's visual identity by reimagining how luxury window treatments are experienced within the home. As Creative Director, I built a team to develope and execute a sophisticated new photography direction that frames custom window coverings as integral design elements within curated residential spaces.
The creative vision centered on capturing window treatments through a lifestyle lens, using considered lighting techniques and thoughtful styling to showcase how these architectural elements transform interior environments. By art directing scenes that feel authentically lived-in yet aspirational, the imagery positions The Shade Store's offerings within elevated domestic settings that resonate with the brand's luxury positioning.
This comprehensive creative refresh established a new visual language for the brand, moving beyond traditional product photography to create environmental storytelling that highlights the transformative power of expertly crafted window treatments in creating atmosphere and ambiance within the home.
Notable projects include:
Elevated photography and modernized design for a more luxury audience.
Creative direction of The Shade Store's first decorative pillow collection.
Building out a workflow and project management system for the creative team.
Hiring of new creative team in attempt to change the environment of inconsistent design from freelance resources.
D E L I V E R A B L E S
Photoshoot Concepting
Set Building Direction
Photo Art Direction
Location Scout + Selection
Design Direction
Package Design
Brand Identity
Brand Collateral
Website Design
R E S U L T S
Under my creative leadership, the brand achieved 300% sales growth, driven by the enhanced visual strategy and cohesive brand narrative. During the challenges of COVID-19, I successfully transitioned and managed remote creative teams, implementing new collaborative workflows that maintained creative excellence while improving operational efficiency across distributed team members.
SERVICES
Photography
— Moodboards
— Campaign Concepting
— Still Life Art Direction
— On Location Art Direction
— Location Scouting
— Casting
— Photo Production
— Set, Prop, Wardrobe
— Editing & Post Production
— Sound & Voice Over
— Music Sourcing
— Retouching
— Video Color Grading
Creative
— Creative Direction
— Photo & Video Art Direction
— Content Development
— Social Content
— Styling
Branding
— Logotype
— Identity System
— Brand Guidelines
— Brand Books
— Voice + Copy
Strategy
— Brand Auditing
— Brand Strategy
— Brand Positioning
— Creative & Content Strategy
— Strategy Workshops
Consulting
— Neuromarketing & Neuroaesthetics
— Creative Optimization
— Creative Operations
— Sustainability Best Practices
Digital
— DIgital Design
— Content Creation
— Website Design + Build
— Information Architecture
— Email Strategy + Design
Print
— Print Collateral
— Packaging
— Illustration