Model: Betsy Williams
All Very Great Photography by,
dream boat and friend, Andy Nordin
Wild One Target Launch
Wild One Target Launch
High quality dog essentials
In 2021, Wild One launched at Target. We wanted to create a lively experience for new and old Wild One customers. Key to Wild One’s message is that they are a brand for a wide variety of customers and their dogs, so we wanted a broad representation of both. We used our “dog profile” images as a punchy way to introduce all of our line, from what we are best known for - Walk Kits to Toys, Care, and Treats.
In our banner for Target, we needed to find a way to highlight our customers and our products in a dynamic way, all while coming up with something that would blend with Target’s branding successfully. For this, we determined a white backdrop and floor would be a good contrast to our products. We added several painted wooden sculptures to the scene for the models interact with.
Lastly we needed some eye-catching imagery for social. A couple of gifs to draw the eye, and a product spread seemed like a compelling to introduce our products to the Target audience.
Wild One Target Launch
W&P
Terrazzo and Porter Bag Launch
W&P Terrazzo and Porter Bag Launch
W&P Launches several new products each year, and during 2021, these were some of my favorites. From left to right, we launched a Mint Terrazzo mug and bottle. For this project, I developed the color way used in the product itself, as well as the “flying colors” concept. To highlight the colors used in the pattern, we used similarly-colored foods and suspended them around the products. This limited edition product represented by a moment suspended in time.
In 2021 we launched a larger 16 oz Blush Terrazzo Porter Mug as well as the matching Utensils. In order to call attention to the new size of the mug, we used a reference object. To make it a bit cheeky and emphasize the size, we stacked several giant donuts. When it came to the utensils, we pushed that theme further and paired a giant sandwich, never to be eaten with utensils, we utensils.
Terrazzo Launch
For the Porter Bag launch, we wanted to have a little fun. I worked with our photographer (Andy Nordin) to come up with a concept to showcase a variety of use-cases for the bags.
Food storage was our primary focus, so we showed a variety of perishable and non-perishable foods. Additionally, we wanted to push people to see that these bags can be used in a variety of ways. By paring the bags with different outfits, it made these food-filled bags appear like purses. Our hope was customers would make a leap to other ways to use the bags - from storing make-up, arts and craft supples, toiletries for travel, pieces of toys and more.
Porter Bag Launch
W&P
Brand Refresh
W&P Brand Refresh
Imagery from before the refresh, 2018
Imagery from before the refresh, 2019
From 2018 to 2020, w&p’s imagery was shot in a studio, without humans, on a stark white backdrop, with consistent shadows. When Covid began, this style worked well for our previous photographer (Sam Liebeskind) who was shooting from her home. But, as 2020 continued, we we started to notice a significant shift in the market; Our once-sleek imagery started to feel cold.
In order to give consumers some of the comfort they were missing from family and friends, we wanted to introduce a new warmth to our brand through imagery. I developed a new standard for our imagery. that featured happy humans, “sunny objects”, “in-the-know” props/products and is set in the home featuring.
w&p Brand Refresh
Imagery from after the refresh, 2021
Video from after the refresh, 2021