W E S T E L M

As Photo Art Director at West Elm, I spearheaded a comprehensive transformation of the brand's visual direction, elevating our photography from standard product documentation to sophisticated lifestyle narratives.

This strategic evolution was anchored by four distinct customer personas we developed: the naturalist, who gravitated toward organic materials and warm earth tones; the modernist, who sought clean architectural lines and contemporary aesthetics; the globalist, who curated unique pieces from global influences; and the traditionalist, who appreciated timeless design interpreted through a modern lens. By implementing this persona-driven approach across our photographic storytelling, we successfully broadened West Elm's market appeal while maintaining brand cohesion. The styled environments we created demonstrated the versatility of our furniture and décor collections, illustrating how each piece could be interpreted through multiple design perspectives. This strategic framework not only elevated the brand's visual presentation but also provided a clear, actionable blueprint for creative direction that would influence West Elm's aesthetic approach for years to come.

Notable projects include:

• Sail Away campaign that led to multiple products selling out within weeks

• The first video shot for the West Elm brand

• Creating the process and system for shooting into the 4 customer personas