Art Direction

Client: Lux Holdups  2018

In e-commerce,  even though the customer is buying a product, you are selling a photo. 

Lux holdups is a brand that primarily exists as an eCommerce platform, so photography and storytelling are both key. In addition to creating their brand identity, Clabots spent significant time crafting the art direction strategy for all the product photography. He developed guidelines for the brand and established the color palette, shot angles, compositions, shadow intensity, and depth, as well as propping standards and web layouts. Clabots paid careful attention to planning out and pacing the stories on product pages and developing templates for future web developments. Clabots found it important to present a product in a beautiful and consistent way so that it is easy to shop your site without having to relearn the buying process for each product. He developed art direction and web direction guidelines for the brand and established the color palette, shot angles, compositions, shadow intensity, and depth, as well as propping standards and web layouts.

Images Courtesy of Evan Clabots