HOTEL BRANDING: The Line Hotel DC

We teamed up with The Line Hotel DC- one of the newer hotels in the DC area- for a photoshoot to create content to promote and showcase their brand, and more specifically their Master Suite. One thing I absolutely love about The Line Hotel brand is that they are totally “outside the box” thinkers in the hotel world. The design is community oriented and thoughtful and they are incredibly inclusive in their response to design. They source all of their art from the local community in DC, they are extremely active in the local community and are dedicated to their restaurants and every component of the hotel and design to reflect the local community. It, therefore, creates a space that feels comfortable and reflective of the diversity of the clientele it draws in.

We were tasked to create a Lifestyle Story that aligned with the goals of the hotel, while also creatively displaying the space in a way that would draw in future consumers of the space. When coming up with the concept I asked myself questions like “what is my dream scenario utilitzing this space?”, “who is the clientele that would want to book this room?”. I broke down the story into a few components you will see below:

The overall story revolves around a newly engaged couple and how they would spend their time if they had 24 hours to spend and celebrate in The Line Hotel Master Suite.

Part I: A QUIET, SLOW MORNING

Part II: AN AFTERNOON SPENT LOUNGING

Part III: A CELEBRATION WITH FRIENDS

So whether it is a space, product, or person- we are masters of creating a relatable story through images to evoke emotion and desire. Ask yourself how we could potentially help draw out the best in your brand, knowing we are adept and skilled at creating within your brand standards and requirements.

As seen in Rue Magazine.

Photography: Judy Pak Studio

Creative Direction/Styling: Veronica Rogers

Flowers: Lori Tran

Hotel: The Line Hotel DC

Food: A Rake’s Progress

Hair & Make Up: Anna Breeding

Estee Lauder x Style Me Pretty

One of my final projects of 2018 consisted of a fun lifestyle shoot promoting Estee Lauder’s new fragrance, “Beautiful Belle”. We were hired as Creative Director and Stylist for this campaign and got to work alongside some of my favorite people. We built the story around ex-Bachelor contestant, Sharleen Joynt, and her charming husband of one year, Andy Levine (great choice, Sharleen— he is 100x nicer and more fun than Juan Pablo!) I was tasked to come up with three “moments” where we could share the fragrance. Our first “moment” was between Sharleen and her mom as they looked over year old wedding photos and reminisced about her big day.

Next, we took Sharleen & Andy to a cozy restaurant, The Osprey at 1Hotel Brooklyn Bridge, for a celebratory lunch where Andy thoughtfully gifted Sharleen with the new fragrance and some flowers.

Finally, we got them all dolled up and ready for a night out on the town in Brooklyn, swinging by our favorite spot to take photos in front of the Manhattan Bridge.

Here are a few more stills we took of the product to enhance the story. Such a fun and different experience working for a big brand like Estee Lauder! We loved the experience and hope for many more in our future.

As seen on Style Me Pretty

Photography: Judy Pak Studio

Creative Direction/Styling: Veronica Rogers

Hair & Make Up: Anna Breeding

Location: The Osprey, 1Hotel Brooklyn Bridge

Clothing Brands: Alexandra Grecco, ANTHOM, Sezane, Lele Sadoughi

Floral: B Floral

BEAUTY: Branding

We have worked with a number of brands, helping them create content that will propel them to the next level in their respective field. One of the ways we do this is through a deep dive assessment of their strengths, weaknesses, competitors, and pinpointing where they want to go with their business. We want a brand’s strengths to shine through and we see our role as helping give insight and direction to what they need to display to take their design to the next level. Working with Anna Breeding on creating make up and hair looks that would expand her editorial portfolio, while also showcasing a range of her skills, was our main goal for this brand shoot.

Photographer, Stephanie Williams, and I worked on putting together a list of the strongest looks that we could test on these four models. We had Anna start with a Clean Beauty/Natural look for each and we gradually worked our way up to bolder editorial looks.

To round out the beauty stories we were telling, we took a number of full body looks. This was one of my favorite shoots for a number of reasons- but one being that my friend Anna is so incredibly talented and I wanted to create a context for her to show off her mad skills- and two, creative direction for purely beauty looks is a new world for me- so getting to stretch myself creatively was amazing.

Fall Essentials

My current obsessions this Fall- from outfit inspiration to what I’m listening to. I always love seeing what others are wearing, beauty products they’re loving, podcasts they are listening to- so I figured I would do my own Fall inspiration post.


WEAR

Top Left: Gelareh Mizrahi “Thank You” Bodega Bag, Top Right: Loeffler Randall “Gema Bootie”, Bottom Left: Madewell “Emmett” Pant, Bottom Right: Giuliva Heritage Collection Jacket


BEAUTY

Top Left: Uriage Roseline Face Wash, Top Right: RMS Magic Luminizer, Bottom Left: Olio E Osso No. 4 Berry Cheek Stain, Bottom Right: Marc Jacobs Eye Pencil


LISTEN

Left: How I Built This Podcast, Right: Autumn Days Spotify Playlist by Jamie Beck, Ann Street Studio


THINGS

Top Left: Cherry Bombe Cookbook, Top Right: Le Labo Santal 26 Candle, Bottom Left: Goop Vitamins “Why Am I So Effing Tired”, Bottom Right: Honey Bourbon Apple Cider Cocktail