Modernizing Le Tote’s brand meant proposing a new photo direction for their ecom site and orchestrating a total site reshoot to match the new direction.
Casting Le Tote’s first size-inclusive models and ramping up the ethnic diversity on the site made the brand more authentic and approachable.
Focusing on dewy clean makeup and natural hair gave the brand a contemporary feel.
Incorporating “creative cropping” into the ecom direction helped to clearly show details and kept the page feeling fresh.
Differentiated poses created a dynamic feeling that engaged customers to click in and created cross-functional imagery that could also be used for marketing.
