SENIOR DESIGNER
Art Direction, Publication, Storyboards
SUMMARY
Led creative direction, aligning visuals with marketing goals. Collaborated on trade show, print, and digital advertising while art directing photo shoots to enhance brand storytelling. Presented visual concepts to leadership and designed marketing materials using Adobe Creative Suite. Maintained brand guidelines to ensure consistency and strong visual identity.
ART DIRECTION: The Ropers Photo Shoot
CHALLENGE
Justin faced the challenge of bringing back their iconic Roper boots in a way that appeals to a new generation while staying true to the loyal customers who loved them in their prime
VISION
Much of my inspiration for this photo shoot came from 90s Western fashion trends, which resonate with both older and younger generations, contributing to a successful launch for Justin. Every process I took along the way (mood boarding, model scouting, set designing, prop gathering, wardrobing, product arrangement, and posing) incorporated this theme.
APPROACH
I wanted to strike a balance between honoring the craftsmanship and nostalgia that made the Ropers a classic and adding modern updates to appeal to today’s audience. That meant blending heritage with fresh appeal - connecting with both past and future customers.
PUBLICATION: The 145th Anniversary Catalog
STORYBOARDING: NiTREAD Commercial
