TileBar Bath: Brand & Ecommerce Creative Direction
TileBar Bath launched with an ambition to become more than a product extension—it needed to feel like it’s own mini-brand within the TileBar ecosystem. As creative lead for the category, I established the visual identity, creative standards, and production systems that defined how Bath showed up across ecommerce, marketing, and product launches.
Working alongside merchandising, product, and marketing teams, I translated a rapidly expanding product assortment into a cohesive customer experience. Every touchpoint—from photography and 3D visualization to homepage campaigns, email, paid media, and social—was designed to reinforce a premium point of view while supporting an aggressive launch calendar of more than 50 products annually.
Creative Direction
Art Direction
Brand Development
Campaign Concepting
Visual Identity Systems
Ecommerce Strategy
Product Photography Direction
3D Render Direction
Digital Marketing Creative
Vendor & Creative Team Leadership
RESPONSIBILITIES
Brand
IMAGERY
Unlike TileBar's established tile business, Bath required its own visual language. The products occupied a different emotional space—one rooted in furniture, interiors, and materiality rather than architectural surfaces—while still feeling unmistakably part of the TileBar family.
REVISION DIRECTION
3D SCENE
I developed creative direction for rendered lifestyle environments, defining lighting, material accuracy, composition, and styling to ensure rendered imagery felt indistinguishable from photography. By combining photography and CGI into a unified production workflow, we significantly increased production efficiency, created reusable environments, and generated multiple content assets from a single scene across ecommerce and marketing.
Our ecommerce creative system allowed 50+ launches per year with 1000s of images created with minimal creative output.
LANDING
PAGE
To support rapid product expansion, I developed a standardized photography system that balanced consistency with flexibility across hundreds of SKUs.
I established art direction standards for framing, camera angles, lighting, lensing, styling, and image sequencing, creating comprehensive ecommerce asset packages that could be executed by multiple internal and external production partners. These guidelines ensured every launch met brand standards regardless of production method or vendor, allowing the team to efficiently scale without sacrificing quality.
SELECTIONs
ORGANIC SOCIAL + EmailL
I partnered closely with marketing to establish visual language across campaigns, email, paid media, and organic social. We built integrated creative systems where ecommerce imagery and campaign assets shared the same visual vocabulary—creating a cohesive customer experience from first impression through purchase.
This approach transformed Bath from a collection of products into a recognizable premium category with a consistent identity across every customer touchpoint.