whole foods market

I had the pleasure of joining Whole Foods Market to assist with the complete overhaul and rebrand for their two private label brands. While managing of a team of production artists and the overarching retouching and imagery processes, I developed and implemented new quality standards, file naming & storage conventions, and standard operating procedures for all of the internal digital imaging processes. In addition, I oversaw asset quality control and the flow of image assets for the larger marketing team, while also championing the overhaul of Whole Foods Market's e-commerce and packaging imagery to increase quality, accuracy, and consistency.

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Private label rebrands

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.

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E-Commerce overhaul

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 art direction

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

product renderings

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.

Promotional videos

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.

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Amazon fresh

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.

Store signage

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.

packaging imagery

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.

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photography

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.

printing solutions

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.

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Team management

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.

process management

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.