whole foods market

Thousands of packaging skus were redesigned as a part of the 365 and Whole Foods Market private label rebrands.  Not only did the final product images play an important part, but the packaging imagery itself was overhauled to be 100% brand new and to align with the quality of the new brand look and feel.

Whole Foods Market's previous e-commerce imagery was not speaking to the quality that Whole Foods Market provides their customers, so there was a great need to champion creating new, high end, consistent product imagery that helped showcase the sparkling private label rebranding.

Photo shoot art direction is paramount not only in showing product accurately, but in showing product beautifully at the same time. Images here compare the prior photography style to the new, upgraded style, using lighting and shadows to help create shape and give depth to the product

Using a combination of photography and Photoshop, 3D looking 2D renders, built with smart objects to be able to swap out graphic artwork in a matter of seconds, efficiently allowed various iterations of design work as well as pristine and color correct product imagery.

Creation and retouching of final landing images for for seasonal Whole Foods Market promotional video spots, and partnership with a group of art directors and designers to help storyboard initial concepts and edit still images for composition into video time lapse and frame-by-frame commercial spots.

Retouching, asset management, and production oversight of Amazon Fresh creative, which was ported over to Whole Foods Market's marketing team from Amazon headquarters.  In-store, dash cart, and back to school campaigns were the main promotional features.

Detailed retouching of seasonal, ever-changing store signage decor posters.  Working with art directors and graphic designers to creatively showcase styled product, frame copy, and highlight seasonal offerings to pass along assets to Whole Foods Market stores nationwide.

Art direction of photoshoots from a retouching perspective to gain photography needed to composite product imagery along with detailed, high-end retouching and color matching of product and ingredient cues, and providing print-ready files to printers worldwide based on provided specifications.

Silhouette photography of Whole Foods Market products for use on product packaging, ensuring printing requirements are met, color is accurate, and product is highlighted in a consistent and high quality manner across product lines and all forms of packaging per product.

Developing solutions for difficult printing substrates with image-based designs, including eliminating CMYK channels based on low ink densities, swapping in PMS colors for process ink stations, eliminating overlapping colors, ensuring inks at or under 100% density, and reducing or increasing ink levels to follow minimum dot guidelines.

Management of a team of five production artists, with work ranging from weekly mobile app and website promotional updates, to store signage, to nationwide Whole Foods Market production "play books," to evergreen print and web creative pieces, within the Whole Foods Market and Amazon Fresh brands.

Management of imagery and production processes for the 365 and Whole Foods Market brands, including standard operation procedures, file handling and naming, metadata and storage, and quality assessment and control.  Aligning with the team to create brand new Amazon Fresh processes and procedures and rolling them out company-wide.