Ecommerce Creative Director

Joovy NYC Tradeshow 2015

About the Company

Joovy is an American brand that designs and manufactures high quality baby gears, such as strollers, high chairs, playards and tricycles specializing on tandem and double strollers for families with more than one children.

Role

Photography Director & Strategist: Photography, Web, Packaging, Social, Content Strategy

Project Brief:

Joovy needed more than a visual refresh, it needed a cohesive identity and a scalable creative system to support a growing product line and expanding digital presence. Stepping into a Photography Director and Strategist role, I led a comprehensive visual and digital overhaul spanning product photography, web design, social media, packaging and content production.

Solution

Visual System
I built a standardized visual language across full product range from strollers and bottles to accessories and individual parts creating a consistent customer experience while making the content dramatically faster to produce.

Community & Distribution
I developed a network of real families and parent communities to showcase products in authentic settings, starting with mom groups across California and expanding into Texas, New York, and Seattle.

Cross-Functional Execution
I managed and directed teams of talented designers to create product packaging designs, web and built a content strategy to support both e-commerce and social growth.

Results

#1 Amazon Ranking
Achieved #1 rankings across multiple baby gear categories.

4x Social Growth
Grew social media from 15k to 60k real followers in less than a year

Expanded Retail Presence
Strengthened and expanded partnerships with Target, Walmart and independent retailers all across the US.

A Scalable Delivery System
Replaced a fragmented content process with a standardized system, cutting production time and speeding up content delivery.

Standardizing Product Photography

Pengoo Product Launch 2017