Context: CABA Design is a California-based furniture manufacturer headquartered in Rancho Cordova that develops custom, modular, and machine-washable furniture brands with a mission to make home furnishings accessible, sustainable, and easy to assemble. CABA Design has modernized its Inside Weather sub-brand by using lifestyle-driven imagery and storytelling.

Challenge: To engage a new targeted audience of women aged 20 to 40, based on the research findings. It's essential to preserve the quirky, vibrant brand personality while elevating the visual appeal of elements and social media ads for the sub-brand, Inside Weather, which focuses on a simpler, more modern product line. Also, how to lower production costs as a start-up company.

My role and Approach: I took on the challenge of modernizing and refreshing the brand identity through creative consulting. I embraced a quirky, vibrant brand personality, integrating lifestyle-oriented imagery and compelling storytelling into the strategies we developed. Leading a studio team of three, I streamlined the production workflows and provided creative direction for lifestyle, editorial, and concept shoots, ensuring cohesive, engaging outcomes. I updated the process involved collaborating with 3D model vendors to create detailed product images that closely mirrored in-house editorial photos.

Outcome: I developed cost-effective strategies for the production process, successfully cutting production costs by nearly one-third through effective negotiation with 3D model vendors.