KINGART
ART DIRECTION AND CAMPAIGN SYSTEMS FOR AN INTERNATIONAL RETAIL BRAND
CLIENT:
KINGART
ROLE:
Art direction, photo art direction, campaign systems, brand positioning
SCOPE:
Web, email, social, presentations and packaging
YEAR:
2024-Present
KINGART is an international retail art supply brand, carried in Walmart, TJ Maxx, Marshalls and Barnes & Noble, and sold online through Target, Amazon and Michaels.
Creative runs through one role: campaigns across web, email and social on a biweekly cadence, presentations, more than 70 unique packaging designs a year, and the photography everything else is built on. I also direct the outside partners who extend that work, a social agency and an Amazon A+ vendor, both running from brand direction and templates I set.
THE APPROACH
Two shoot days, a year of assets.
Previous creative shoots returned around 50 usable images. Shoots now return more than 200, enough to cover six months of campaigns and keep building an evergreen library.
I run the shoot end to end. It starts with mapping a year of campaigns to identify which products need shooting and how each should look. From there I build the moodboards and shot list and source the props and artwork. On the day I assemble and style the sets, call the shot order and hold us to time.
The result is that photography stops being a bottleneck. Campaigns, decks and one-off requests all draw from the same library, so nothing downstream waits on a new shoot.
Introduce the brand, not just the products.
I rebuilt the deck around where the brand is now: updated typography and graphic style, photography featuring current products, a clearer hierarchy, and a brand tone that reflects how we present everywhere else.
That went beyond styling an assembled deck. I started from a rough framework and shaped it into a case for the brand, built around our voice and positioning, then honed it with the sales team to match how they pitch.
Build from what connected
KINGART partners with a social media agency for day-to-day content creation. Rather than sending over a brand guide and tapping out, I work with the team weekly: reviewing content, giving notes to keep it on voice, and deciding what we feature.
The collaboration runs in both directions. Their analytics reports show what our customers are connecting with, and that shapes how I plan the next shoot and the next round of digital campaigns.
GALLERY
