Brand Identity & Photography

Ruby Finch

As the Creative Director for the Ruby Finch brand and lifestyle photoshoot, my goal was to bring the brand to life through powerful brand photography that captured its essence of modern elegance and versatility. Launched in 2019 as a private brand for Fingerhut, Ruby Finch was designed to empower women with stylish, versatile apparel that allows them to "Elevate Your Everyday Style."

To capture this ethos, I orchestrated a photoshoot in a natural, lifestyle-driven setting that embodied the effortless sophistication of the brand. By focusing on dynamic yet approachable styling, I ensured that each shot highlighted the versatility of the collection, demonstrating how Ruby Finch seamlessly blends comfort, confidence, and modern elegance.

The shoot’s art direction included carefully selected lighting, authentic moments, and a warm, inviting color palette that reinforced the brand’s aspirational yet accessible identity. This approach not only amplified the elevated aesthetic of Ruby Finch but also made the brand feel relatable and attainable to its audience.

The final collection of imagery became the visual backbone for the brand, strategically used across digital marketing, e-commerce, and promotional campaigns. The resulting photographs not only showcase the apparel’s versatility but also tell the story of Ruby Finch as a brand designed to effortlessly elevate everyday style with confidence.