Brand 2018

Reintroducing Jet.com as the go-to brand for urban millennials

Role: Art direction, styling

In mid-2018, Jet embarked on a brand relaunch with a renewed focus on urban millennials. The Home vertical was a key category to support this mission. Using our assortment and new demographic as a guide, we revamped the category with new UX and art direction. As senior designer, I supported the initiative by providing art direction and on-set styling.

Process

Using the urban millenial as our north star, I helped develop art and styling direction for imagery across two seasonal campaigns. I worked cross-functionally with merchandising and marketing to curate the right product and props to deliver compelling photography that resonated with our demographic. Working in tandem with the art director I also worked on finalizing materials and layouts for set builds. 

Selections from shot list

Photography

On shoot day I ran point on photography I particularly helped craft, and when needed, directed styling on set. 

Collaborators:

Jet.com Creative Director: Eurie Kim

Jet.com Art Director: Anne Ritchie

Photography: Mikkel Vang/MAYO Studios

Styling: Amy Wilson/MAYO Studios

Additional Design: D3 NYC