Paper Source is a national retailer that designs, manufactures, and markets artisanal papers, custom invitations, personalized notebooks. Paper Source also provides seasonal merchandise, party supplies and crafts with a focus on the DIY segment.
I managed a 7 person creative studio of three photographers, a retouching artist, three layout artists, and a writer. We created seasonal content narratives in collaboration with the merchandising team to inform our marketing initiatives.
I collaborated with my team of photographers to art direct seasonal hero moments, lifestyle inspiration, and product images.
Paper Source was focused on the product, and lots of it. This posed an interesting business challenge to incorporate as much product into any one image or layout while still maintaining a breathable and digestable visual.
The studio worked with the merchandise team to group products into narratives like a home office moment, or girls' night in moment. We produced narratives for 6 seasonal gifting periods including Halloween, Easter, Spring (Greenery, new product), Thanksgiving, Christmas, and Mother's Day.
The studio was tasked with creating a wedding book to showcase our selection of fine artisanal papers and customized invitations. We built several different art directed wedding sets to lend a sense of bride, groom, time, and place, to compliment to our original artwork.