Teespring had built a strong brand identity around illustration and graphics, but this approach created two costly challenges: illustrations were time-intensive to produce and couldn't authentically showcase our physical products. I led a strategic rebrand that shifted our visual identity toward photography-first storytelling, solving both problems while maintaining brand continuity.

This wasn't just an aesthetic shift, it was cost-effective. In-house photography let us efficiently feature real products without ongoing illustration costs. Recognizing that relying on contract photographers would create recurring expenses that would undermine the rebrand's sustainability, I proposed and built a small in-house photo studio (shoutout Joshua Sortino for the help there!). This eliminated the need to continuously hire contractors. This investment gave us complete creative control and flexibility to shoot on-demand at a fraction of ongoing costs.

Beyond leading the design work (logo refinement, packaging, and brand guidelines) I operated as photographer, art director, and producer. I coordinated shoots, directed talent, and built an extensive library of authentic product photography that brought the rebrand to life across every customer touchpoint while keeping costs contained.