Brand Foundation
I developed a refined brand system that elevated aden + anais into a more premium, design-forward space—defining typography, color, tone, and voice to create consistency across every touchpoint. I rewrote the brand narrative to move beyond product features and into emotional storytelling and shifted language from “what it is” to “why it matters”—positioning products as comforting, versatile essentials that support real life, not just moments.
Website
I transformed a stale, inconsistent, and overly complex experience into something clear, elevated, and product-driven.
The original site felt scattered and transactional, failing to capture the beauty of the product. I redefined the experience around what matters most: texture, print, and softness — introducing close-up, detail-rich photography and video that finally brought the product to life.
Photography & Video Direction
The existing imagery felt blown out, distant, and overly staged—failing to capture the most important attribute: softness. I shifted the approach entirely.
Moved closer. Focused on texture. Captured real interaction instead of perfect moments.
I rebuilt the photo and video production process from the ground up—assembling a new team and redefining how we shot, styled, and told stories.
The result was a more intimate, tactile visual language that finally made the product feel as soft and beautiful on screen as it does in real life.
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