Art at Work
Art at Work
With the change of shopping moving online, how a brand presents itself on the platform, along with enhanced images prove to be drivers in leading conversions and repeat customers. The following is a study of my work directing and producing Clients digital merchandising on the Amazon platform.
With the increase return seen when graphics are used on product detail page images, brands often have not considered how to convey their products within this type of space.
My work involved setting up the content strategy, graphic direction that applies to a design system, directing photography needs, and extending the brand messaging.
Aunt Fannie’s felt some of their initially developed product campaigns were a sub-par presence; with lack luster visuals and did not capture the brands fun personality.
The adjacent images are samples of visuals the Client developed that dynamically captured the product. With a a few product shoot images provided, they wanted to update most of their catalog to echo better their sample direction.
I developed the creative strategy that applied across their entire catalog of about 20 products. While this client has a smaller catalog, I would do the same creative development and project management for clients with thousands of products.
Blocks of color, dynamic angles and plant photos were combined to express the Clients personality and tell the product story.
The brand story developed remains the same across all product pages to provide brand awareness and value messages. A design system was developed to feature one product campaign banner.
Many times clients do not have ability to have a photoshoot for series of products, or know what is needed. If a photoshoot is possible, I provide wireframe direction for product campaign assets.
If specific photoshoots are not possible, the challenge is finding stock photos that can be composited with their products. We are provided limited product images, and finding stock images that match the product perspective is time consuming.
With this limitation, we started developing 3D models to use in digital photography. Using a 3D model removes the limitation of matching stock photos to provided product image. This additional asset provides the client with this ability for unlimited executions now with digital photography.
I have completed digital merchandising art direction and content strategy for a wide array of clientele and product types. From cleaners, to food supplements to dog toys, the variety of clients prove to keep my creative problems solving muscles constantly flexing.