Art Direction
Below are examples of my work during my time at Martha Stewart, from the new product line to partnerships with CBD, beauty brands, and kids crafting furniture. I was responsible for a range of objectives such as creating photography guidelines, providing swipe imagery, writing up retouching notes and making selects. I can provide a PDF of additional examples and process upon further request.
I created extensive photography guidelines for all potential categories of the new product line across the lifestyle, home spectrum. Detailed direction was provided for silo product shots, simple environment, and full environmental shots. I created specifications for lighting details, shadows, color, tone, props, surface and environmental details. For this project, I aimed to capture a look and feel that is highly elevated and matches the sophistication of the higher price point product line, yet still feels true and classic to the Martha Stewart aesthetic. I was individually responsible for providing all assets and written direction in the creation of the guide under the VP of Art Direction’s final approval.
Martha by Martha Stewart
For a Martha Stewart and Canopy CBD Topicals partnership I created photography guidelines for the launch of lotion products. The intent for this shoot was to create a simple, minimalistic environment with focus on the product and key natural ingredients, supported by tonal, soft hues in the background in relation to packaging color.
Beauty & Health
For this Martha Stewart and Guide Craft shoot, I was tasked with creating photography guidelines, providing feedback during the shoot and retouching, and participating in the final selection process. It was very important in the direction and swipe examples provided to capture a look cohesive with Martha Stewart Living editorial aesthetic for crafts and kids materials, while also showcasing the functionality and features of the products. My intent in the guidelines was to also create a bright, inviting, and fresh looking environment while also feeling convincingly lived in, with an authentic children’s touch. This was executed by special focus on the children’s drawing and painting crops as well as special consideration of the toys and soft textiles to support in the background. The storytelling element was so important here to make these environments feel believable and warm without distracting too much from the product.
