Product Photography
The Problem: The original images did not communicate clearly what the products were, so customer were confused when shopping for groceries. Customers expectations were not met, causing them to leave the service.
The Solution: I led a year-long project to update our entire product photography library. Our goals with the new photos were to clearly communicate the product (what the product is and the size of the project), clearly show any imperfections the product may have, and make the product look appetizing.
Shopping Window: Before and After
Editorial Photography
The Problem: Before I joined Imperfect, the editorial photo library was sparse and did not capture the breadth of products Imperfect carried. Most of the photos were shot by different vendors, so there was a lack of consistency. We needed updated assets to communicate Imperfect Foods’ services, brand and mission.
The Solution: I developed a new lighting style and styling guidelines to convey Imperfect’s delightful and quirky brand in a consistent way. During each shoot, I partnered with our Site Merchandising and Marketing Departments to provide imagery that would help reach their goals. Our editorial photos are used on Imperfectfoods.com and for marketing campaigns that live across multiple channels such as social, television, email, direct mail and more.
Photography Brand Guidelines
Role: Art direction, recipe development and styling
Creative Director: Jenn Vo
Photographers: John Bedell and Annie Maguire
Stylist: Betsy Haley and myself