Client
INTEX Recreation Corp
How do you eat an elephant? One bite at a time, the saying goes.
I was hired as a creative director by INTEX Recreation Corp in October of 2012 to revamp the look of the company’s creative products. I had to quickly learn to work with small and unsophisticated teams across three countries to produce a higher level design work for over 1000 products in a number of different categories. And this wasn’t going to happen overnight.
One of the first areas that needed a major improvement was photography. INTEX is not a company that spends budget on media, so most of the company sales come from trade catalogs, package design at the point of purchase, products themselves and website for the consumers.
Improving the photography affected most of what the buyers and consumers perceived. And, in order to do this, I had to create a basic manual for the staff and vendors to follow. Here were some examples: bad examples on the left, good examples on the right.
The left side shows the bad example and the right side shows the good example. A huge percentage of photography before was very flat looking, often with people in strange-looking colors.
A good lighting and a little set up can make a world of difference.
A poor lighting technique and retouching could make an outdoor look like indoors. And the grass look like a carpet.
A poor shadow effect can give the wrong impression. Like a pool is floating.
A good photography can easily be ruined by a bad retouch job and poor judgements.
