Creative Consulting with Thrive
The main objective here was to make Thrive a strong storytelling brand that customers can engage with on an emotional (less transactional) level. Each product has a unique sourcing and packaging story that sets it apart from competitors, and the best place to tell that story is on the website. So I started with art direction for an updated landing page around Earth Month that highlights our key products and sustainability stories. These concepts were shared with the internal creative team to slowly implement throughout 2020 as a starting point in rebranding.
Art Direction for Photography
One of the most important ways to reach your customer is through photography. I gave direction for several categories of photography that Thrive Market shares across all channels to ensure that photography look and feel is consistent and tells a deeper story. When photographing people, they should be the center of attention, highlighting their story and their craft. For in-the-kitchen lifestyle photography, avoid overly posed photos and capture in-the-moment candid photos that real people can relate to. Cooking with your children, gathering your favorite ingredients, etc.
Product photography in the food industry should make your mouth water just looking at it. This was fun to gather swipe for - what photo stops you while you're scrolling and makes you HUNGRY. Whether your product is served on a plate, shot up close and personal, or in it's beautiful shelf-worthy packaging, it should have a clean background (nothing quite like a clean kitchen) and highlight the best parts of each product. The juicy middle of an orange, a perfectly ripe avocado, lightly sprinkled spices, etc.
Team: Elise Crevier, Creative Director. Kate Puhala, Content Strategist & Writer.