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
For the Modern Man
Coming out of a strategic repositioning, I led the evolution of our photo style to embrace the brand’s new values: inspiring confidence and curiosity with guidance and discovery across a variety of product and lifestyle categories. We’re a trusted friend who can give great recommendations — aspirational, but accessible — and our imagery reflects that.
Each One is Unique
Apparel, grooming, food, drink, home goods, and outdoor gear have all been featured in a box. Each one has a unique story, while still fitting into the larger assortment. I overhauled the creative strategy for our boxes, addressing how we unfold the story from the first digital touchpoint to the physical delivery of products, including how each is concepted, styled, and shot.
In The Studio
To support this visual evolution while increasing photo output, I created an ecomm photo style guide, covering the breadth of the Bespoke Post product selection and accounting for variations within product categories. I 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.
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.
Outcomes
Redefining the photo style and processes allowed the team to simultaneously improve quality while increasing their output 3x. I implemented a more iterative approach based on data — testing new acquisition and retention creative informed the approach for other areas, such as printed materials.
Photography by Drew Gardner, Matthew Kashtan, Austin Rogers, and Mackenzie Lestan.