Client
USED PHOTO PRO
Role
Partner, Senior Director, Creative Director
Services
Strategy · Integrated Campaign · UX/UI · Brand
Timeline
Nine Months
01 — About the project
Overview
Used Photo Pro needed more than a facelift. They needed a reason for buyers to trust a used product as much as a new one.
I led the engagement end to end — a research and audit phase, a full-funnel marketing and ecommerce strategy, and a creative platform and asset library the internal team could run with long after we were gone.
My Contributions
Creative strategy
Narrative development
Team management
Creative direction
Graphic design
25%
agi growth following engagement
$3.9M
in revenue following engagement
5.84s
Baseline page load time
as a key barrier
1
Unified strategy across
brand, site & funnel
02 — Challenge
The site and social presence was losing buyers before they ever reached a product.
The homepage pushed value props below the fold and the navigation didn't allow buyers to scan quickly. Social and digital presence was not consistent or aligned. Promotions looked like other businesses with no differentiation. These issues were quiet leaks in an otherwise strong business.
03 — Approach
Research first, then a strategy built to move the whole funnel — not just the one piece.
A campaign that instantly connects.
We ran a focus group of local photographers, a full website and marketing materials audit, and a competitor and landscape review, then built a full-funnel strategy spanning positioning, media, and creative — paired with a brand and asset system the internal team could produce from long-term, including a brand standards guide and template library.
04 — The Work
Real moments. Real connection.
The brand and campaign leveraged human expression at its core.
05 — Outcome
The strategy and creative moved customers and the bottom line.
Following the engagement, Used Photo Pro saw 25% AGI growth to $3.9 million in revenue. The internal team was left with a brand and marketing platform, and a working asset library and standards guide, that they still build on today.
Next case study