The Problem
The original photography library, typography and illustration styles were clinical and stale. They didn’t capture the cozy, warm feeling of freshly baked desserts, and the visuals did not match the cheeky copy.
The Solution: Photography
We wanted the photos to make the food look mouthwatering and delicious, while feeling clean, homey and fun. I introduced gifs and colorful backgrounds to the photography guidelines. For each photoshoot, I art directed and styled the concepts, storyboards and sets. These assets were used throughout each point of the brand, from B2B sales pitches, customer-facing emails, to growth marketing ads and more.
The Solution: Illustration
The new illustration style introduced hand lettering and wonkier and more playful imagery. We implemented illustration primarily through our organic and paid social campaigns.
Social: Before and After
In 2018, I led the creative direction and strategy for our social channels. In addition to developing a consistent look and feel and building a process for our content creators and partners, we doubled the number of followers on Instagram in less than a year.
Role: Art Director, Designer and Illustrator
Photographer: Chris Andre