Role: Art Director (Pts. 1–2) / Senior Art Director (Pt. 3) Creative Director: Jenica Freeman Photographer: Vanessa Bunster-Gonzales Stylist: Alpha Romero | Prop Styling: Ava Jones
Bogg had a problem that success creates: the brand had grown faster than its visual identity could keep up with. The imagery was inconsistent across channels, the aesthetic hadn't evolved with the customer, and the product — genuinely great — wasn't being shown in a world that felt aspirational. The brief was essentially: build that world from scratch.
Over three shoots, I led the full creative rebrand as Art Director — developing a new visual language that could live cohesively across digital, social, email, paid media, retail, and wholesale. The work touched everything: casting direction, color and prop styling, environmental aesthetic, lighting approach, and the overall editorial sensibility we wanted to bring to a brand that had previously been shot more functionally than creatively.
The goal wasn't reinvention — it was elevation. We kept what made Bogg beloved (color, playfulness, personality) and gave it a more considered, lifestyle-forward context. A broader cast. More intentional styling. A quality of image that could sit comfortably next to premium brands while still feeling distinctly Bogg.
By Part 3, the visual system we'd built was scaling across hundreds of SKUs, multiple product lines, and international wholesale partners. Every asset — from a hero campaign image to a seatbelt strap detail shot — had to feel like it came from the same world.
