Spoonflower
Creative Direction, Brand Development, Content
During my 11 years at Spoonflower—an artist-based consumer brand—I wore many hats, most recently as the brand’s first Creative Director. In this role, I worked collaboratively with graphic designers, photographers, videographers and stylists to direct the campaigns and work you see below—a small sampling of my more recent work. All photography by Alex Craig, images are owned by Spoonflower.
Spoonflower Rebrand
Services: Creative Direction & Brand Development.
In 2022, Spoonflower underwent its very first major rebrand, reimagining its visual identity to better align with the company’s evolution. As Creative Director, I worked collaboratively with a third-party agency to complete the work, presented it to internal stakeholders, and trained our staff on our new brand standards. Since launching, Spoonflower’s refreshed identity has allowed it to establish itself and compete with market leaders in the home decor space.
Old logo: est. 2008
New logo: est. 2022
Lifestyle Photography
Services: Provided Art & Creative Direction for a Spoonflower holiday shoot at the brownstone featured in Real Simple Magazine’s “Whole Home” project in Brooklyn, NYC. The goal of this festive shoot was to showcase Spoonflower’s wallpaper and home decor products. I worked collaboratively with a prop stylist and team of photographers to direct the shots shown below.
Product Photography & Laydowns
Services: Provided Art & Creative Direction for Spoonflower’s product photography. The goal of these images is to showcase product detail and to position Spoonflower as a premium product. Worked collaboratively with a marketing strategist and photographer to style and direct the images below promoting fabric and wallpaper.
