Art Direction / Photography

Overview

La-Z-Boy Casegoods consists of three furniture brands - Kincaid, American Drew and Hammary.

Challenge

Existing photography and video assets were dated, contrasting sharply with the premium look of Kincaid furniture as evidenced by a decrease in studio image use by retailers.

Goal

Establish a modern image aesthetic, curate and direct new studio in creating "soft light" aspirational dream look that resonates with wholesale and retail furniture buyers.

Results

Wholesale orders increased 20% and retailers doubled requests for product catalogs that featured this new look. With tightly managed logistics and approval process, studio production and editing timelines were reduced by 35%.

Client

Kincaid
American Drew
Hammary

Industry

Furniture

Deliverables

Photography
Video

Role

Art Director
Team Leader
Project Manager

KPI

Reduced costs by 30%
Cut photoshoot length by half
Tripled retailer photo downloads