Bridge & Burn Fall 2020 Launch

Bridge & Burn is an owner-operated small business based in Portland, Oregon. During my time there, the company was focused on scaling up, including opening a new brick and mortar in Los Angeles and moving the Portland flagship to a new centralized, heavy foot traffic location in Union Way. Starting Fall 2019 there was a desire to execute a full company rebrand and change in direction for all the apparel design and development for Fall 2020, as well as completely updating all branding assets including a new logo in hopes of ultimately growing the ecommerce channel. I played a key role in setting the new art direction guidelines for all future photo and video assets to ensure all creative is a tool to increase brand awareness and elevate brand positioning in the marketplace.

Project scope:

• Visual Guide with Photo Art Direction

• Photo assets for Print, Product, Merchandising, and Digital

• Internal Creative Briefs

• Initial Launch Campaign for the New Collection

The purpose of this project was to launch the Fall 2020 collection and the newly released rebrand with elevated visuals through photo art direction, photography capture, and styling to set the tone for the new collection and future of the company’s visual voice. I worked closely with the Senior Apparel Designer to consult on product design and accompany their vision for the new collection, as well as the Senior Graphic Designer to have the new visual voice coincide with the visual ID rebrand.

While creating a more polished, put together look through styling, I also made sure to stay close to the past look and feel of Bridge & Burn’s current down-to-earth art direction. To give a more intimate feel and to align with elements I used throughout Bridge & Burn’s retail merchandising, I decided to shoot in all natural light and in an industrial studio and incorporate elements like concrete, canvas, and wood. Although the apparel is dressed up, to stay true to the approachable and self-made story of the brand, I chose to style the set with exposed backdrops, c-stands, and production items for the viewer to have a “behind-the-scenes” experience. I made a decision to shoot with simple, undone backgrounds so the eye would focus on the models, poses, and to fully showcase the new collection without any distraction.