Negative Underwear, 2015-Current

Creative direction, art direction, design, and brand development for Negative Underwear. I help develop the 360-degree consumer journey across photography, design, paid and organic marketing, and digital platform. This overview is incomplete and will be continuously updated.

E-Comm
Photography

When Negative launched in 2014, the underwear category was dominated by a relatively singular idea of women's bodies and desires. We envisioned a new type of brand that was equal parts elevated and accessible, with a uniquely minimal, composition-forward photography style with dynamic movement and beautifully lit skin and product. 

Performance marketing

Developing a wide range of motion and still advertising campaigns to support brand moments and core initiatives.

Catalogues

Introducing the brand the old-fashioned way. We stayed true to Negative's minimal design and expressive imagery in a catalogue good enough to keep on the coffee table.

Emails

Clips of minimal, impactful direct marketing with a focus on bold product photography.

CREDITS
CO-FOUNDERS Marissa Vosper, Lauren Schwab  CREATIVE DIRECTOR Haley Stark  DESIGNER (ADS) Moira Gilligan  COPYWRITER Emily Nichol  PHOTOGRAPHER Lauren Loncar, Lara Callahan  PRODUCER Kerri Clark  ON-SET ART DIRECTOR Leigh McCarron  RETOUCHING The Line Studios