Overview

REEF aimed to evolve its traditional print catalog into a modern, digital-forward experience for Summer 2021.

Challenge: Elevate product presentation while transitioning from print to a more immersive, stylized digital format.

Concept & Development
• Led end-to-end production and project management across creative, merchandising, and digital teams
• Oversaw art direction logistics including props, styling, and storytelling concepts for seasonal highlights and collaborations
• Coordinated shoot planning to support elevated visual execution

Execution
• Delivered refreshed product photography and layered lifestyle content for digital catalog use
• Managed on-time rollout of assets across REEF.com, digital wholesale, and seasonal marketing

Impact
• Modernized REEF’s seasonal go-to-market toolkit
• Elevated brand perception through more intentional, styled product storytelling