Local Root was a luxury kitchen store offering designer cookware and tools, from pots and pans to knives and spatulas. As creative director, I led the development of the brand’s complete visual identity, creating a cohesive look across all channels. I designed the logo and oversaw its translation into physical signage, managing the production process to ensure consistency from concept to installation. The brand’s visual language extended into print and promotional materials, including mailers and magazine ads, which I designed and produced the photography for, to reflect a refined aesthetic. I also defined and executed the product photography style, styling and shooting imagery that balanced the elegance of premium kitchenware with its functional, everyday use. Through this work, I established a unified visual system that brought Local Root’s brand to life across both physical and digital channels.
Cambridge, MA signage.
Newton, MA signage.
The outside of a promotional mailer.
The inside.
The finished, printed product.
A magazine advertisement.
