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Over four years, I evolved the company's flat, dated collateral into a sleek, refined luxury brand with crisp jewelry photography, dynamic layouts, and vibrant lifestyle photography for digital advertising.
PHOTOGRAPHY & RETOUCHING
GRAPHIC DESIGN
PRINT PRODUCTION
CREATIVE DIRECTION
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WEB DESIGN
In 2012, we began a full redesign of the website, including immersive full-screen photography, collection landing pages, navigation with thumbnail previews, and all-new product photography. I worked with a junior photographer and provided creative direction, retouching, and layouts for the complete website.
My goal was to evoke intrigue with our direct-to-consumer collateral with high contrast graphics, spotlit jewelry, and dramatic photography.
SOCIAL MEDIA CAMPAIGN 2015
By the end of 2014, I was given the role of lead photographer and assigned to re-imagine the Judith Ripka image for social media. I took these candid photos throughout our offices to capture the JR spirit.
DIGITAL ADS
Digital advertising was a substantial part of the company's marketing strategy, posing the challenge of condensing holiday and special promotion visuals into micro dimensions that would stand out against a page full of unrelated content.
SPECIAL PROMOTIONS
On the retail side, sample sales became a substantial part of the marketing strategy. This required a complete redesign, from logo and photography to direct mail and email marketing.
PRINT PRODUCTION
Initially, a major part of my responsibilities was print production, which included everything from gift cards and certificates for the Judith Ripka boutiques to visuals for trade shows and high-end department stores
FIXTURE RE-DESIGN
When our focus shifted to wholesale, Creative Services worked with printers and manufacturers on a full collateral update for the sales team.
SALES TEAM
PITCH MATERIALS
OFF-PRICE
Support for the off-price side of the business included counter cards, which I updated and refreshed with airy, open photography and retouching to distinguish the off-price line without sacrificing the luxurious aesthetic of the brand.
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STILL LIFE PHOTOGRAPHY
During my time at Judith Ripka, my skills as a photographer eventually included lifestyle, still life, and product photography. I learned early on to work in difficult, harsh, or low-light environments with my surroundings as my only resources. I am well-versed in the use of a DSLR, but have also worked with little more than a cell phone.
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