Almo Capstone
Project Goal: create and update e-commerce assets for the in-house company while implementing a rebrand.
Audience: Parents of young children
Brand Identity, eCommerce, Photography, Photo Retouching, and Videography
Collaboration with co-intern Gwen Wiener and Lead Designer Iryna Yavorskyy
Critter Sitters Rebrand
Almo Corporation is the largest independent distributor of appliances, consumer electronics, professional Audio/Video equipment, furniture and housewares in the US. As an eCommerce Creative Intern, my job included preparing assets that optimized the customer experience and resulted in a 10% sales increase.
For my capstone, I primarily led the Critter Sitters rebrand with the collaboration of my co-intern, Gwen, and the guidance of the Lead Designer, Iryna. For my product, the cow ottoman, I directed the photography, videography, and creation of all assets for this singular product. I also created 2 PDP videos published across eCommerce and Instagram Reels.
Lifestyles
One of the most important assets when photographing for eCommerce is a type of photograph called “Lifestyles”. They can either be shot in-house or at a set, but they are great at showing the product in a real-world setting. They also help show a scale for reference.
WBIs
In addition to the lifestyles, it is also important to get WBIs, or White Background Images. These photographs provide clean, clear photos of the product itself and are shot in-house. The pure white background also makes it easier to remove the background later for other assets.
EIs
After both styles of photographs are taken, they are combined with pieces of product information to create EIs, or Enhanced Images. These are the main assets used online in places like Amazon and Walmart. I created new and adjusted old templates to ensure the system will be consistent across products.
Spec Sheet & A+
The Spec Sheet is a document that provides the information for all of the products in the line. There are two styles of Critter Sitter Ottomans - storage and non-storage. My Spec Sheet includes all of the storage items.
In addition, the photos and EIs are combined into one long A+, which is sent to Amazon to ensure the product page looks cohesive when it is being coded.
PDP Videos
In addition to the photography and layouts, I also shot video for the PDP Videos. Product Detail Page (PDP) is the dedicated page on an eComm website that provides detailed information about a product. In addition to the PDP video, I also created an Instagram Reel that was allowed to be a bit more fun and trendy.