Creative Direction
Content Strategy
I believe that in order for a brand to be successful, your content must feel authentic and genuine. As a photo print brand, it was critical to have beautiful shots of our product.
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I worked with a Brooklyn based photographer to capture shots of our product against colorful, complementary backdrops.
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I worked with a larger production team to curate a set of lifestyle photography across a series of several shoots and locations.
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I strategized an entire refresh for Mimeo Photos’ Mac App Store based on feedback from user focus groups.
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Book stack
I asked that we expand on the idea of curating a collection of volumes while highlighting a key differentiator — the capability to add a title to its spine.
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Prints in a mirror
My intention was to tell a small story that could make you smile everyday, like photo prints wedged into a mirror. This is something most people can relate to as it’s a sentimental habit.
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Life in motion
Products aren’t just about their use but how they are present. This motion was requested to be both eye-catching and make you think about our proximity to the decor around us.
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Gratitude cards
I wanted to share the possibility of building your own stationery set but make it something as warm as a thank you card you can send year round.
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Minimalist framed print
This sandy wall and pink frond were selected to establish a minimalistic style that doesn’t detract from the beauty of the Taj Mahal in frame.
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Books on an end table
Photobooks are fun to stage because you can stack and lean them. This shot was intended to draw your eye to the yellow book with the title “Story at the Cape”.
Mac App Store Strategy
& Creative Coaching
Mimeo Photos photo book collection is its leading and most profitable offering. I wanted to build on the idea of not creating single orders, but rather whole collections.
Apple Photos extension users prefer never to leave the Mac application. The goal was to make it clear that they could access Mimeo Photos without leaving the Apple environment.
Building a full photobook volume is daunting to some. I wanted to tap into the idea that customers can create something beautiful with time saving tools.
Quality is synonymous with Mimeo Photos products, particularly books. In addition to that I included words like "lifetime" and "enduring" to resonate with the idea of lasting heirlooms.
This is a unique value prop to Mimeo Photos and hadn't been a prominent call out in previous Mac App Store iterations.
Themes and layouts are what makes each photo project different and provides users with creative control.
Calendar makers tend to order in the back half of the year. These are much more annualized traditions and account for high order volume. The goal here is to get them to revisit this practice.
These two products are similar in format but are two very different experiences yet their purpose remains the same — shareability.
Photo frames and wall art are rather straightforward. We took this opportunity to showcase diversity and tell several different stories.
A component that competitors miss in the Mac App Store is customer support. This callout appeals to our audience in the higher age demographic.