Charles P. Rogers: Brand Visual DirectionCreative direction for Charles P. Rogers, overseeing the development of lifestyle photography, product imagery, and graphic systems across ecommerce and marketing channels. Refreshed and refined a visual language that didn’t stray from the brand’s history, but brought newness to digital, email, and social touchpoints while supporting both brand storytelling and commercial performance.
Partnered with photographers, stylists, and creative collaborators to translate brand strategy into cohesive visual executions. Integrated content production—including photography, short-form video, and design layouts—ensured a unified and elevated brand presence across all customer-facing platforms.
I established a regular cadence of lifestyle shoots, building an image and video bank with 1000s of images and clips to animate print, digital, and broadcast content.
Sets were designed to be compact, styled to be bright, lively and design-minded while still accessible to the Charles P. Rogers core customer. Lighting continuously for simultaneous video and photo capture allowed for us to quickly amass omnichannel content to refresh the brand.
I directed talent to be loose and comfortable, capturing authentic joy and serenity that resonated with customers shopping for mattresses.
In the wake of reducing photo production facilities during the pandemic, I introduced 3D visualization to retain our regular output of fresh lifestyle content. This allowed us to refresh some of the oldest brass bed collections sold, without needing to produce new product to shoot.
I began to refine brand systems, paying homage to the brands history and traditionally-minded customers, while carefully introducing contemporary design, moods, color and type.
