Refreshed the e-commerce photography for gifting retailer Things Remembered. In addition, I helped to kick off the first stages of refreshing legacy products and product copy to align with the new photography & styling aesthetic. 

Category Page Example Before: Inconsistent styling, backgrounds, and crops.

​​​​​​​The Why:
This project coincided with the brand's 2021 website refresh and was intended to enhance the customer experience with elevated and improved website design. In addition to improving the ongoing e-commerce photography, I was tasked with revising key existing legacy products and their product copy to make them more SEO and detail friendly.

The How:
I partnered with my in-house photography and copywriting teams, along with a contracted copywriter, SEO consultant, and other key internal stakeholders to kick off revising over 1500 legacy products that remain on the site, starting with smaller batches of 200.
Working with my in-house photography team providing guidance and direction, combined with their photography expertise, I was able to develop an extensive art direction document on each product category including detailed notes, lighting guides, and other detailed photography specs. 
An SEO consultant provided guidance to my in-house copywriter who then partnered with and directed our contracted copywriter on revising product names, product details, and specs for over 400 legacy product SKUs, including revised personalization, a huge focus of the company.
Aligning with the copy refresh, I contracted two local photo studios to help with batches of 200 legacy products each. Met with both studios to kick off the projects, provide direction and guidance on the initial batch of imagery then in partnership with my senior in-house photographer, we continued to provide ongoing direction remotely, due to the pandemic, to keep the project running smoothly and on schedule.

Example of a series of images to support a beer glass style.

Showing product as is
Showing product as is
Showing use
Showing use
To encourage multiple purchases
To encourage multiple purchases
Showing scale
Showing scale
The Goal & Challenges:
To enhance the customer experience, our goal was to improve the main image aesthetically and to provide additional product support through alternative images. The photography reflected different directions over the years and felt inconsistent, a refresh was long overdue. S
Some challenges we faced were:
-Keeping the product styling and photography efficient to execute with a small in-house team
-Refreshing the main imagery to not feel too cookie-cutter but still feel cohesive and branded
-Consider post-production work and how this new image direction affects retouching
-Thinking through the logistics of using the new imagery on third-party sites like Amazon, which have their own strict image specs
-Creating direction that has some flexibility that could easily support new product styles that we did not consider in the original direction

Before & After Examples
Before - harsh light, darker background, and liquid looks weird
Before - harsh light, darker background, and liquid looks weird
After- shows scale, lighting and prop liquid allows product detail to be clearly seen
After- shows scale, lighting and prop liquid allows product detail to be clearly seen
Before & After of iridescent drinkware - hover over the images for more details
Before - really cool, artsy look but it did not look like any other imagery
Before - really cool, artsy look but it did not look like any other imagery
After - lighting more consistent with a decanter for scale
After - lighting more consistent with a decanter for scale
Before & After of iridescent drinkware - hover over the images for more details
Before - Inconsistent color, extremely tight crop, lighting doesn't show the lockets curves, and there is an odd shadow
After - Color is consistent, lighting shows product curvature, the composition is more relaxed and shows full chain, and a model shot for scale helps with size. 
The Process:
Spending roughly two months researching similar and aspirational brands, I pulled together an inspiration swipe covering key product categories and types in a 30-page presentation deck. Along this process, I met with my in-house photography team to review and align, making sure these inspirational images were realistic and doable with our resources and getting their feedback and input along the way.
From there, we presented to key stakeholders to get their feedback and buy-in. Once signed off, I refined the presentation deck to create the art direction document used to guide the in-house team and contracted third-party photo studios moving forward with the goal of eventually replacing the swipe imagery with the brand's imagery once completed. 
I partnered with merchandisers to develop the list of existing SKUs to be refreshed based on a variety of data points and the ongoing status of the products. My senior photographer began to build out shot lists while I did additional research on our product reading the reviews, especially the complaints, and providing directional notes on what needs to be improved or considered with the new photography. 
We also partnered with the e-commerce team to discuss the logistics of adjusting existing products with the new photography and copy to make sure they were able to either take the work on or bring in needed support. 
The completed art direction deck was then shared out with in-house teams and contracted studios to reference for the upcoming shoots we would hire them for.
The Results:
This project resulted in a completely refreshed photography aesthetic for this classic brand that held true to the site refresh and future direction of the branding. The outsourced photoshoots refreshing legacy SKUs are ongoing and being continuously added to the site in weekly batches. The product copy was updated quickly to allow the SEO to help with product awareness and not to wait until the much slower process of replacing imagery was complete.

At the time of posting, this project was in the early launch, and no measurable results at this stage.
Samples of some completed imagery. The work primarily focused on drinkware and jewelry initially.
Team Credits
Art Direction: Jen Langman
Studios: TRG Multimedia, KP Photo
In-House Team: Zane Lutz, Paul Levar
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