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As Photo Art Director at West Elm, I led the transformation of our photography from minimalist product shots to rich lifestyle imagery that aligned with four distinct customer personas: the naturalist who embraced organic materials and earthy tones, the modernist drawn to clean lines and architectural elements, the eclectic collector of unique global pieces, and the traditionalist who favored timeless design with contemporary updates. This strategic shift in visual storytelling elevated the brand's appeal across multiple design aesthetics, featuring styled environments that showed how our furniture and decor could be interpreted through these different lifestyle lenses.