Moen & CFG Lit.
Inspiration Meets Product Knowledge.
Designing literature that blends inspiration with product information requires a careful balance between creativity and clarity. Moen and CFG literature thoughtfully creates a curated view of the product portfolio while offering testimonials and on-brand inspiration that drives sales. From design to photography, fresh takes on brand narratives and a desire to elevate, I execute a wide variety of catalogs that help propel brands to a new height.
Mission Moen Creative
Moen’s mission to conserve water and recycle ocean plastic was in need of a new approach that was ownable within the industry space. Together, photography partners, content production and myself concepted a new direction for the initiative under the supervison of FBIN’s Art Director, Melissa Acosta. We had multiple on-set photography and videography sessions where play and exploration were heavily encouraged.
I began executing what I had helped direct on-set into a new spread that spotlighted Mission Moen in our annual literature. Through an inspired partnership, we were able to create a new narrative that would go on to re-define and influence trade shows, digital media, events and more.
Lifestyle Creative
Each literature season, we are tasked with the initiative to execute on-brand, product-centric lifestyle photography to support catalog needs. From creative direction to detailed styling calls that reflect the visual narrative for the upcoming year, I am involved heavily on set with bringing these campaigns to life both behind the lens and in print.
