Modernized the Inside Weather sub-brand with lifestyle-driven imagery and storytelling, led a three-person studio team, and cut production costs by nearly half through 3D-vendor negotiation.

Context: CABA Design is a California-based furniture manufacturer headquartered in Rancho Cordova that develops custom, modular, and machine-washable furniture brands. The company’s mission is to make home furnishings accessible, sustainable, and easy to assemble.

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.

My role and Approach: In my role, I took on the challenge of modernizing and refreshing the brand identity through creative consulting. I embraced a quirky and vibrant brand personality, focusing on the integration of lifestyle-oriented imagery and compelling storytelling into the strategies we developed. Leading a studio team of three, I streamlined our production workflows and provided creative direction for lifestyle, editorial, and concept shoots, ensuring cohesive, engaging outcomes.

Outcome: I developed cost-effective strategies for the production process, successfully cutting production costs by nearly half through effective negotiation with 3D model vendors. The updated process involved collaborating with these vendors to create detailed product images that closely mirrored in-house editorial photos.