CLIENT: SD HAT COMPANY
ROLE:
CREATIVE CONCEPTING
ART DIRECTION
PHOTOGRAPHY
PHOTOSHOOT STYLING
PHOTOGRAPHY MANIPULATION
GRAPHIC DESIGN
BRANDING
PRODUCTION
PROJECT MANAGEMENT
ASSET MANAGEMENT
CREATIVE CONCEPTING
ART DIRECTION
PHOTOGRAPHY
PHOTOSHOOT STYLING
PHOTOGRAPHY MANIPULATION
GRAPHIC DESIGN
BRANDING
PRODUCTION
PROJECT MANAGEMENT
ASSET MANAGEMENT
Tip your hat, angles are attitudes
I was invited by Pacific Creative Media in Carlsbad to art direct the Fall/Winter San Diego Hat company lifestyle photoshoot and catalog design and layout. I worked closely with the San Diego Hat marketing manager to concept the look and feel. I wanted contrast, creating a sense of day to night accessorizing, so had the lifestyle photography shot between dark and white backgrounds in order to create movement throughout the catalog. The clothing I selected was playful, colorful and dressy. I used typographic hierarchy and spacious leading for readability as the content was substantial. During post production, I felt it necessary to edit some clothing in Photoshop in order to connect with a wider target audience.
