Evolution of a Photo
First, I meet with our product category team and copy writers to create a seasonal theme or emotional concept for the photo. Together we develop recipes that incorporate key products that are on sale that month.
Next, I create a digital mockup to indicate to our photo studio where products should go, the importance each item should have, props, backdrops, styling notes and the hierarchy of the overall composition.
After that, I remote art direct our photo studio. It might seem tedious and unnecessary to request extra crumbs here or packaging wrinkles be flatted out there, but these details are what elevate our photography and showcase our products in their best light.
Once photography is completed and files are handed off, I do minimal retouching if necessary then place the photos into various layouts for your eyeballs to gaze upon and your mouth to water over.
From mockup to real life
Every week photography needs to be captured for various Whole Foods deliverables. Our vendors and suppliers pay us a lot of money to be prominently featured in this photography so it’s important their products be featured in a visually appealing, clear and logical way. A lot of behind the scenes planning and strategy goes into these photos.
Customer Care Icons
Whole Foods Market’s new design mantra is “Modern Organic”. Everything we do must ladder up to that sensibility of balancing modern elements with fluid organic elements and these icons are no exception. The water color splotches bring in a needed human element to counterbalance the clean graphic line work of the illustrations.
Supplier Co-Op Programs
Our supplier co-op programs are a crucial aspect of Whole Foods Market. These monthly campaigns feature key products that are on sale. The aesthetic of these deliverables is clean, vibrant and modern. Playful spills, crumbs and sauce bring in a human touch.