California Accessories is a small business with four locations, they offer a range of products like jewelry, sunglasses, clothing, smoking accessories, and swimwear. While the branding was already established, I took on the role of managing the Shopify website, photographing products, and organizing merchandise online. I also designed all the marketing materials, including advertisement posters, flyers, business cards, and in-store signage, helping enhance the brand’s presence and appeal.
Date 2019
Signage & Advertising
Product Photography
Website Management
Summary
These are signage advertisements I created, alongside product shots I captured for the boutiques. I not only managed the photography but also handled the integration of these product images onto the website, ensuring a cohesive and polished presentation that aligned with the brand's identity and appeal.
Duration & Deliverables & Tools
Creating signage advertisements typically took a few hours, and I was responsible for both the product photography and capturing the photo of the model. Deliverables for this project ranged from 3 to 4 signs every 3 months. The photography process involved using my camera and incorporating products from the boutique. Depending on the amount of new inventory, product photography could take anywhere from a few hours to an entire day. New products arrived weekly, and editing photos to remove any imperfections and tweak the lightning took a few days using Lightroom and Photoshop.
For website management, the process of adding new products and content typically took about 3 to 4 hours, depending on the amount of new merchandise and if any additional advertisements were required. The website was built on Shopify, and I used Lightroom and Photoshop to edit the product shots.
Concept
For the conceptual direction, I wanted to ensure the brand's identity was consistently integrated across all platforms. Although the brand and its guidelines were already established, my goal was to approach the brand photography with a more candid, editorial feel, moving away from stiff, corporate poses. I envisioned the brand’s visual language aligning with the Southern Californian lifestyle, appealing to a younger demographic of 18 to 30-year-olds. The focus was on attracting fashion-forward, trend-conscious young adults who sought stylish, yet affordable accessories.
The brand's aesthetic was meant to evoke a beachside, festival-loving Californian vibe. I emphasized simplicity in the photography and ads, ensuring that every element referenced California’s laid-back, sunny, and trendy lifestyle. This was especially important considering the brand's name—California Accessories—and the natural connection to the California lifestyle. The product photography was clean and straightforward to ensure seamless integration into the website, offering a clear and detailed view for potential customers.
When designing the website, I opted for a minimalistic approach. It was important to create a simple, user-friendly site where customers could easily navigate and make purchases. The minimal design allowed the product imagery to take center stage, highlighting the items without distraction, and reinforcing the brand’s accessible and fashionable offerings.