MADEGOOD | 2025
BRAND PHOTOGRAPHY
As Art Director, I led a full-scale photography refresh for MadeGood designed to modernize the brand’s visual identity and expand its usability across advertising, social, and e-commerce. I began by conducting a gap analysis of the existing asset library, identifying two major issues: a narrow range of product representation and imagery that lacked the brand’s playful, inclusive personality. These insights shaped a comprehensive creative strategy and production plan that repositioned MadeGood as vibrant, expressive, and culturally relevant.
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Led the end-to-end creative direction and production of MadeGood’s brand photography overhaul, including strategy, team selection, art direction, and post-production.
Conducted a brand imagery audit to identify gaps in product representation and personality expression; converted insights into a multi-channel creative framework.
Curated and directed three photographers to deliver varied yet cohesive assets tailored for paid ads, social, and web.
Developed comprehensive pre-production guidelines and led all on-set art direction to maintain both creative vision and brand consistency.
Partnered with internal design and marketing teams to integrate new assets into all future creative, resulting in a scalable, personality-driven visual system.
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While the project was not tied to specific metrics, the refreshed photography system delivered:
A significantly expanded and more versatile asset library built for omni-channel use
A stronger, clearer articulation of MadeGood’s brand personality
An elevated creative standard that improved consistency across all future campaigns
More engaging, community-driven imagery that better reflected how consumers genuinely enjoy the product
