Product photography
challenge.
Product return rates were high, largely driven by poor studio imagery.
The photography felt flat and didn’t reflect the premium nature of the brand. Colour accuracy was inconsistent, so customers were receiving products that didn’t match what they had seen online. The existing studio setup wasn’t delivering the level of quality required, creating both a perception issue and a direct impact on returns.
At the same time, lifestyle imagery lacked a clear direction. Outputs were inconsistent across stills and video, and didn’t fully capture the brand’s premium outdoor positioning. There was no cohesive system to support use across PR, campaigns, retail and editorial.
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I reworked the approach across both product and lifestyle.
For product, I tested and selected a new studio partner, focused on improving image quality and colour accuracy without increasing cost. I then negotiated terms to maintain the same cost per shot while raising the overall standard.
In parallel, I led the art direction for lifestyle shoots, defining a clearer visual direction and working closely with photographers and production teams to ensure consistency across outputs.
The result was a more considered and cohesive visual language. Product imagery became more accurate and premium, reducing return rates, while lifestyle content strengthened the brand across campaigns, PR and editorial.
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
product photography.
