Brand Identity & Product Photography

Mastercraft

As the sole Art Director for Mastercraft, a private brand of Fingerhut, I led the branding, product, and lifestyle photography initiatives to establish a strong, competitive presence in the home improvement market. Mastercraft’s diverse product line—including tools, garden supplies, auto accessories, and home improvement essentials—required a cohesive identity that resonated with customers and stood confidently alongside national brands.

To elevate the brand’s credibility, I directed all product and lifestyle photoshoots, carefully curating models, set designs, and locations in collaboration with a team of photographers and stylists. The resulting imagery and video content showcased Mastercraft products in real-world scenarios, reinforcing their quality, durability, and practicality.

This comprehensive visual strategy provided Mastercraft with a polished, professional brand presence, strengthening customer trust and engagement across digital and print platforms. The combination of thoughtful branding and high-quality imagery positioned Mastercraft as a go-to choice for reliable home improvement solutions.