Charles P. Rogers: Brand Creative Direction
Creative direction for Charles P. Rogers. I oversaw 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.
Responsibilities
Creative Direction
Art Direction
Video Production
Brand Development
Campaign Concepting
Visual Identity Systems
Ecommerce Strategy
3D Render Direction
Digital Marketing Creative
Production Planning
Vendor & Creative Team Leadership
Lifestyle
IMAGERY
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.
VIDEO
CAMPAIGNS
2020-2023
youtube campaigns
Creative Direction / Concept, Casting / Talent Sourcing, Producer (budget, scheduling, crew), Art Direction / Set Design & Styling, Director, Director of Photography, Editor
Creative Direction / Concept, Casting / Talent Sourcing, Producer (budget, scheduling, crew), Art Direction / Set Design & Styling, Director, Director of Photography, Editor
2020-2023
Creative Direction / Concept, Editor
IG Reels
Creative Direction / Concept, Editor
2018-2021
local broadcast commercials
Creative Direction / Concept, Casting / Talent Sourcing, Producer (budget, scheduling, crew), Art Direction / Set Design & Styling, Director, Director of Photography, Editor
Creative Direction / Concept, Casting / Talent Sourcing, Producer (budget, scheduling, crew), Art Direction / Set Design & Styling, Director, Editor
3D RENDER
INTEGRATION
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 and ship new product to shoot.
Refined brand systems, paying homage to the brand’s history and traditionally-minded customers, while carefully introducing contemporary design, moods, color, and type.
