Context & Goal
Vitamix was launching Ascent Gold Label, a premium line of blenders featuring gold accents and new colors like navy, sage green, and white. The challenge was to create lifestyle imagery that felt elevated and premium, distinguishing these models from their current offerings while staying true to the brand.

Concept & Creative Decisions
I led the visual concept by presenting each Gold Label color in a distinct kitchen style to match its personality:

• Sage Green → dark, moody, modern kitchen with black subway tile

• White → contemporary, minimal space

• Navy → warm, farmhouse-style kitchen

I created detailed moodboards for each setup, specifying not only the color story but also hardware, florals, glassware, and specific propping. This gave the team a clear creative direction and helped translate the concept consistently from moodboard to on-set photography.

Execution & Leadership
On set, I art-directed the shoot, guiding styling, lighting, and placement to bring each kitchen concept to life. I collaborated closely with the photography team and cross-functional stakeholders (social, email, and web) to ensure the images worked across all channels. Once the shoot was complete, I took ownership of applying these visuals in paid social campaigns, email marketing, and web content, making sure each placement aligned with the creative vision.

Impact
The resulting imagery captured the premium, aspirational feel of the Ascent Gold Label series and was applied across email, social media, and the website. Stakeholders praised the fresh, cohesive approach, and the campaign positioned Ascent Gold Label as a truly elevated product line.