Creative Direction

Mimeo Photos Website Redesign

2024

In mid-2024, we redesigned the Mimeo Photos website homepage to broaden our appeal to customers. Prior to the redesign, our main CTA was focused on getting users to download our Mac App. I provided creative direction for the redesign with the goal of increasing photo project creation through our web builder.
I developed a comprehensive creative brief with updated brand messaging and copy, as well as wireframe layouts for a home page geared more toward ecommerce sales.
I have also provided creative direction for 7 landing pages over the past year.

2023-2024

In late 2023, I developed a plan to outsource our product photography in order to better appeal to our target customer. Since then, we have successfully completed six photo shoots.
For each shoot, I am responsible for developing the creative brief, which includes information for the photographer on our marketing goals, props to use, color palette for the shoot, and specific shots needed. I also create all assets for the photo shoots – designing photo books, calendars, and cards that match the theme of the shoot.

2017-2022

The Tombow brand is very visually driven, relying on showcasing what can be created with the art and craft products in order to entice customers to purchase. In 2017, I began taking on the creative direction role for photography and videography for the brand.
I developed creative briefs and provided creative direction for product photography and videography projects.
For product photography, I developed creative briefs to outline to our in-house photographer what was needed for the shoot. I planned out the shots needed for both digital and print marketing, provided input on prop selection and styling, created artwork to be photographed, and assisted with post-production work such as retouching and editing.
For videography projects, I was involved in nearly all stages – conceptualization, set building, prop selection, acting as hand talent, creating artwork, writing scripts, filming, editing, and providing feedback.
I created storyboards, acted as hand talent, and provided feedback during editing for the following videos:
- Brand video
- MONO Multi Liquid Glue
- Dual Brush Pens

2021

In order to bring more attention to Tombow's Brand Ambassador program and have application information readily available to the public, I worked with my team to develop a landing page for this program.
I developed a full creative brief for this project, planning out all content needs, writing copy, and providing creative direction to the design team.
Once all assets were complete, I worked with our ecommerce team to develop the page and deploy it on the site.

2018-2022

Education is key focus of the Tombow brand. In 2018, we developed Tombow Workshops, which are self-paced pre-recorded art classes available online for free.
I used my previous experience developing workshop content to help our team get this program up and running. I created outlines and guidelines to provide to instructors, and worked closely with our network of influencers to source talent.
I provided strategic oversight, setting the plans for which products and techniques to feature based on the types of questions we commonly received about our products. I also developed and taught the first Tombow Workshop for the launch of the program, so we were able to successfully navigate the process in-house before contracting outside talent.