Focused by Erin Condren
CREATIVE DIRECTORBrand Identity & Photo Art Direction
Partnered with a lean, cross-functional team to develop a minimalist stationery and accessories line—attracting customers seeking a more understated aesthetic and expanding Erin Condren’s total addressable market
Defined the brand system, including logo refinement, typography, color palette, tone of voice, and photography guidelines
Brand Identity & GuidelinesDeveloped a brand identity and guideline system that translated the Focused concept into intentional design—where small details compound into meaningful expression.
Photo Art Direction & External Content Creation Identified and partnered with external creators to complement in-house photography, testing performance-driven content to accelerate new customer acquisition.
