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.