In 2022, the creative team and I developed a process for creating tool kits of seasonally relevant imagery to be used throughout Imperfect Foods’ external and internal communications. As Art Director, I came up with the initial mood boards, photo and content concepts, styled the photoshoots, project managed photographers, and partnered cross-functionally to create imagery that aligned with the company’s site merchandising and marketing goals. The tool kits were tested with our customers and I used data to inform the creative strategy for the next season’s kit.
We applied the toolkit’s assets throughout each part of the customer’s journey. The photography and illustrations were used in emails, growth marketing ads, organic social, our shopping catalogue and more.
Role: Art direction and styling
Creative Director: Jenn Vo
Graphic Designers: Taylor Gmahling, Tegan Harmonay, and Sara Utz
Photographers: John Bedell and Annie Maguire
