ROLE: Senior Art Director. In collaboration with the Creative Director, UI/UX Product Designers & Senior Production Artist. 

OBJECTIVE: Establish authentic, scalable photography for the Fetch app that is flexible for redesigns, tight deadlines, and large-scale partner activations (up to 1,000 live offers). Images had to align with hundreds of CPG brand styles while keeping the focus on the product. Move marketing campaigns away from stock photos to custom, in-house assets.

DEVELOPED: Defined the Fetch photo style and established a robust library/DAM system to manage hundreds of monthly assets. Created style guides, process docs, and sales decks.

FETCH REWARDS APP REDESIGN