The cohesive creative system increased clarity of messaging across touchpoints: product pages and Amazon listings reflected the same narrative showcased in social and ads, which strengthened buyer confidence and shortened decision time. The themed shoots and targeted social campaigns produced a steady stream of content that improved lead quality and supported customer retention initiatives by keeping existing customers engaged with fresh product uses.
THE
Impact
BEAUTY
Shop Salon City
Shop Salon City has been outfitting salons for over 40 years, growing from a family business into a multi-brand leader that blends professional reliability with playful style. Known for on-trend, salon-first furnishings (yes, think bold pinks), they bring fresh personality and fearless design to a category that’s historically safe and beige. The result: high-quality solutions that help salons stand out without sacrificing function.
Shop Salon City’s visual and content presence was inconsistent across channels, leaving salon owners unsure which products were best for their needs. Product photography varied in quality, messaging didn’t speak directly to the practical pain points of salon operators (durability, ease of procurement, installation), and the brand felt diffused across multiple sub-brands. That fragmentation made it harder to build trust, generate quality leads, and convert shoppers on high-stakes platforms like Amazon and the company website.
Compounding the brand-side issues were operational blind spots: product stories weren’t connected from manufacturing through procurement to the end customer, so marketing and merchandising often overpromised or missed opportunities to highlight real strengths (and mitigate limitations) during the buyer journey. The result was lower engagement, weaker retention, and missed potential to turn product shoots and social channels into direct drivers of revenue.
THE
Problem
THE
Strategy
I led a stakeholder-aligned content strategy that treated product storytelling as a full-system funnel - from factory features to in-chair benefits. We began with a cross-functional audit (manufacturing, procurement, e-commerce, fulfillment) to map where product attributes and customer needs intersect, then prioritized the most compelling use-cases to highlight in visuals and copy. The content mix paired high-quality photography and short-form video with tactical assets (infographics, landing pages, banners) designed to shorten buying
friction and answer salon owners’ top questions before they asked them.
To amplify reach and retention, we tied seasonal themed shoots to social campaigns and landing pages that funneled into measurable lead capture. Each creative execution had a conversion purpose: educate on specs, demonstrate durability in situ, or surface complementary product bundles. The strategy intentionally balanced aspirational design (to show trend-forward looks) with functional storytelling to build both desire and confidence in purchase.
Creatively, I set a new brand language that merged bold, trend-forward aesthetics with practical clarity: clean product shots with contextual lifestyle imagery, consistent color accents to tie sub-brands together, and on-brand type/infographic templates for technical specs. I directed photography and videography to capture both detail (materials, mechanisms) and outcome (how a piece transforms a salon station), while ensuring all assets were optimized for Amazon, the website, and social placements.
On the operational side I implemented systems and guidelines: shot lists that double as product education, a campaign calendar that aligned product launches with thematic content, and reusable templates for landing pages and banners to speed production. I also managed brand identity and social channels to ensure voice, cadence, and visual standards remained consistent as new creative rolled out.
THE
Direction
ROLE & FOCUS
– Led creative direction for product storytelling across channels - defined visual language, shot lists, and moodboards to ensure photography, video and assets read consistently on Amazon, web, and social.
- Directed on-set production (photography + videography), specifying key frames, lighting, and usage shots that highlight material, durability, and install - maximizing hero assets per shoot.
- Built a repeatable content system: campaign calendar, reusable templates (banners, infographics, landing modules) and delivery specs to speed turnaround and reduce revisions.
-Optimized assets for performance: A/B-friendly variants, platform-specific crops, and conversion-focused creative that supports lead capture and retention campaigns.
- Stewarded brand identity and social voice , maintained visual standards, approved creative copy, and worked with marketing and key stakeholders to deliver bold, usable work that scales across sub-brands.
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