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. In addition to a decrease of studio image use by retailers.

Goal

Established modern image aesthetic, curated and directed 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 Direction

  Team Leader

  Project Manager

• KPI

  Reduced costs by 30%

  Cut photoshoot length by half

  Tripled retailer photo downloads