Wayfair Registry
Photoshoot Art Direction
Wayfair Registry
As Wayfair launched Registry, there was an opportunity to establish a visual language for a brand that was still taking shape. The challenge wasn't simply creating beautiful photography, it was defining how Registry would be experienced visually across every customer touchpoint.
Working closely with marketing, merchandising, production, and studio teams, I helped shape the creative vision from concept through execution. Together, we developed mood boards, selected products and props, built shot lists, and established a photography style that balanced inspiration with authenticity.
On set, I partnered with photographers, stylists, and producers to art direct every detail—from composition and lighting to styling and product placement—ensuring the imagery remained true to the creative vision while supporting the needs of the business. The resulting photography became the visual foundation of the Registry brand, creating a cohesive system that could scale seamlessly across digital, email, social, and marketing campaigns.
With the photography established as the foundation of the Registry brand, I designed email campaigns that carried that visual language throughout the customer experience. Rather than treating email as a standalone marketing channel, I approached it as an extension of the brand. By leveraging the photography, thoughtful layouts, and consistent storytelling, each communication reinforced the emotional experience of Registry, from discovering products and creating a registry to celebrating life's biggest milestones.
The result was a cohesive, cross-channel experience that helped introduce customers to a new Wayfair offering while building trust, inspiration, and brand recognition at every stage of the journey.
