design and photo shoot art direction



The old Swappeez site had UX issues and wasn’t using approprate photography to make the brand come to life.


The easiest way was to redo the site from scratch and do new photo shoots to create the exact assets I needed.


To design and evelop a new fashion eccomerce store and to do a new photoshoot, styling and casting.


  • Create easy ecommerce user flow
  • Create unique look and feel for Swappeez brand
  • Create assets for Social Media to popularize the brand


Art Direction, Design, Retouching, UX, Research, Styltng, Casting


Black Rainbow




Fashion Ecommerce Store


social media:

I researched the social media presense of other brands for inspiration on Swappeez

product shots:

I created a mood board for the lifestyle and product photography to help me direct the shoots and get the assets I invisioned and needed.

lifestyle photography for hero area and product pages:

I browsed trough many different sites and many different great brands to help me decide on how I want to position the brand on the web. Based on the mood board I created, it was easy to gather the exact shots I had in mind. .


I needed assets to fill in the UX sceleton I already had. I wanted to shoot against different backgrounds to present the brand in more urban situations along with the very beachy vibe. Also I wanted single shots or girlfriends hanging out. I needed full body shots and also close ups.


We did two product shots. One was to be used on Social Media and the second one was just the plain product shots for all the detail product pages. We also did separate shoot for just the collections with all of their elements.


Once I had all the assets I needed along with the UX, I was ready to start with retouching and positioning all the neccessary photography as desired.


I made sure to keep the tablet functionality as close as possible to the desktop one but changed few things to make more sense of spacing and positiong on all the elements.


I also designed layout that has all the information the desktop version has but tweaked in a way to provide a good mobile experience on phone.