Bespoke Post Photo Strategy

Developing a casual, confident style that can showcase a wide variety of products and lifestyle categories.

Art Direction
Content Strategy

Production Management

 
 
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For the Modern Man

Coming out of a strategic repositioning with Gin Lane, I led the evolution of our photo style to effectively embrace the brand’s new values: inspiring curiosity and confidence in our customer through guidance and discovery across a variety of product and lifestyle categories. We now speak as a trusted friend who can give great recommendations — we’re aspirational, but accessible — and our imagery reflects that.

 
 
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Each One is Unique

Apparel, grooming, food, drink, home goods, outdoor gear — it’s all been in one of our subscription boxes. Each one has a unique narrative, while still needing to belong to the greater assortment. I overhauled the creative strategy for our boxes, addressing how we unfold the story between the initial digital touchpoint through the physical delivery of product, and adjusting how each set of products is approached, styled, and shot. 

 
 
 
 

In The Studio

To facilitate this aesthetic evolution while increasing output, I created a product photography style guide, addressing the breadth of the Bespoke Post product selection and accounting for variations within product categories. I’ve led the team through three major overhauls of our website assets, as well as fostered a higher standard for styling and shooting, while increasing the annual output.

 
 
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 Customizable boxes were shot in a modular way so the image would reflect the customer's selection.

Customizable boxes were shot in a modular way so the image would reflect the customer's selection.

 This strategy was evolved for our women's holiday box, to include more natural styling.

This strategy was evolved for our women's holiday box, to include more natural styling.

 
 

Outcomes

As the photo style has become more well-defined, we’ve simultaneously improved quality and tripled the output through more efficient processes. Constant iteration has become our motto, testing new ad creative, models, approaches, and internal processes. And lessons from best-performing ads and emails have informed asset creation for other locations, from print ads to website photography.

 
 
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