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Southern Thread Summer 2015 Retailer Catalog. I Art Directed, chose the location and models as well as the hair and make-up styling. Photography by Robert Hawthorne.

Aura Cacia's Rebrand has been an ever evolving project for me since I was hired in 2016. Originally asked to make the updated designs super clean and minimalistic, ended up not performing well with stores who were asking for more color and approachability. With the second wave of the redesign, I was allowed creative freedom to bring life back into the brand. I created a very thought-out color palette that would work across Aura Cacia's entire line of over 340 products, information hierarchy, worked with an illustrator on a custom botanical package of elements, worked with a photographer on ways to add beauty and freshness to the visuals and to tie everything back into nature while still feel clean and "good for you". 

We were having the problem with random banners, signs, and random people in the background of our action shots. This layout helped fix that problem and made our endorsees the focus of each image no matter if it was an action shot or product shot. It also helped with branding colors of in-store signage and tagging for each product.