Jane Iredale (the brand)
Complete rebrand; evolving the aesthetic and tone of voice based on insights.
For more than 25 years, Jane Iredale continues to created beauty products with clean ingredients, skin-loving benefits and no-fade performance. Her brand needed to speak to these benefits. I updated the creative direction based on these brand tenets along with insights garnered from our digital partners and outside research agencies. The updated aesthetic resulted in a significant increase in brand awareness and sales enabling Jane to sell her brand to a private equity firm.
Executed: Strategy, concept, on-set photo and video art direction, post production, design and copy direction for all assets; website, partner sites, packaging, digital and print advertising, in-store and online merchandising, social, style guides, and brand guides.
Evergreen Product Photography
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Jane Iredale (the person)
Connecting the person with the brand
For 5 years, I shot Jane in all of her "natural habitats" from bee's to butterflies and everything in-between. The objective was to bring to life her every day activities and routines connecting them back to the holistic approach to beauty - and living.
Executed: Strategy, concepted stories, shot videos and stills, Post production.
