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responsibilities: art direction, illustration, vendor relations, photoshoot direction, client management, design team management

persona profiles

This client aimed to establish four distinct product lines by leveraging data analysis and crafting detailed personas.

The Products

2 visual directions were created for these products. Ideally it would have been one but due to the pandemic we had to pivot from a photoshoot direction to illustrations midway through the project. Working directly with the client we created a monochromatic color scheme around color psychology for each of the personas and used the color palettes throughout the main brochure deliverable and the supportive elements. 

Illustrative Visual Direction

Due to the pandemic we had to shift from a photoshoot to an illustrative style and revamped the layout to make it more powerful. As with each of these, the colors for each persona were based in color psychology.

Illustrations

Due to the Pandemic, we could't do a photoshoot so instead I found a style and inspo images to match the descriptions of each of the personas. In this, we made sure to cover different ethnicities that represented the populations.

Photoshoot Visual Direction

Same concept for using color psychology and usage to help visually orient the client to each persona with matching data visualizations and descriptions.

Photoshoot

Due to the limited budget I had to wear a lot of hats including researching, interviewing photographer, procuring and directing models, acquiring wardrobe, and even make up while being on set to make sure the vision was achieved.

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