FASHION + LIFE-STYLE CANNABIS BRAND
NEW YORK CITY / LOS ANGELES
EDIE PARKER FLOWER
FASHION + LIFE-STYLE CANNABIS BRAND
NEW YORK CITY / LOS ANGELES
EDIE PARKER FLOWER
NEW YORK CITY / LOS ANGELES
EDIE PARKER FLOWER
FASHION + LIFE-STYLE CANNABIS BRAND
Year
23
-
24
23
-
24
23
-
24
23-
24
Client
EDIE PArKER FLOWER
EDIE PARKER FLOWER
EDIE PARKER FLOWEr
EDIE PARKER FLOWER
Category
graphic design + art direction
graphic design
+ ART direction
GRAPHIC DESIGN
+ art DIRECTION
GRAPHIC DESIGN + ART DIRECTION
PROJECT Duration
DURATION
PROJECT DURATION
6 Weeks
6 weeks
6 weeks
BACKGROUND
BACKGROUND
BACKGROUND
Graphic design + art direction to promote the NYC launch
of female-founded cannabis company Edie Parker Flower,
sub-brand of renowned fashion lifestyle brand, Edie Parker. Working intimately with their visual department to develop digital & print assets for their "Garden of Edie" OOH campaign.
Graphic design + art direction to promote the NYC launch of female-founded cannabis company Edie Parker Flower, sub-brand of renowned fashion lifestyle brand, Edie Parker. Working intimately with their visual department to develop digital & print assets for their "Garden of Edie" OOH campaign.
Graphic design + art direction to promote the NYC launch of female-founded cannabis company Edie Parker Flower, sub-brand of renowned fashion lifestyle brand, Edie Parker. Working intimately with their visual department to develop digital & print assets for their "Garden of Edie" OOH campaign.
MEDIUM + TOOLS
MEDIUM + TOOLS
A blend of both traditional and digital tools
combining 2D/3D design, photo-manipulation, retouch
& art direction, collaborating with other NYC based producers, photographers, stylists, and models to create high-impact, visually cohesive, editorial-like promotional visuals- Adobe Creative Suite, including InDesign, Photoshop, and Illustrator + 3D programs
like Blender, SketchUp & DazStudio.
A blend of both traditional and digital tools combining 2D/3D design, photo-manipulation, retouch & art direction, collaborating with other NYC based producers, photographers, stylists, and models to create high-impact, visually cohesive, editorial-like promotional visuals- Adobe Creative Suite, including InDesign, Photoshop, and Illustrator + 3D programs like Blender, SketchUp & DazStudio.
A blend of both traditional and digital tools combining
2D/3D design, photo-manipulation, retouch & art direction, collaborating with other NYC based producers, photographers, stylists, and models to create high-impact, visually cohesive, editorial-like promotional visuals-
Adobe Creative Suite, including InDesign, Photoshop, and Illustrator + 3D programs like Blender, SketchUp & DazStudio.
COLLABORATORS
Collaborating closely with brand directors Niki Sawyer & Sasha Allen, Photographer Ashley Markle, + Models Jessica Lee, Traci Johnson, and Isabella Carr.
Collaborating closely with brand directors Niki Sawyer & Sasha Allen, Photographer Ashley Markle,
+ Models Jessica Lee, Traci Johnson, & Isabella Carr.
BRIEF: garden of edie
BRIEF: garden of edie
To symbolize the arrival of the brand in a city already as established and iconic as New York- the only answer was to be as defiant with their entrance as is their whimsical range of stylish and vintage-inspired cannabis products.
The foundation of the campaign, apptly named Garden of Edie, was inspired by capturing a surreal dream, "larger-than-life goddesses gallivanting in-action, fashionably adorned in mother earths own leaves and flowers, making NYC their own personal garden." This concept allowed us to showcase the freedom, power, and grand presence of Edie Parker Flower products in this otherwise commercial and industrial environment, staying true to the grounding essence of the vibrant female-owned and operated brand.
The process began with sourcing and researching femme-centric imagery and iconography, often vintage-inspired or collaged, sometimes leaning more editorial vs. typographical.
To symbolize the arrival of the brand in a city already as established and iconic as New York- the only answer was to be as defiant with their entrance as is their whimsical range of stylish and vintage-inspired cannabis products.
The foundation of the campaign, apptly named Garden of Edie, was inspired by capturing a surreal dream, "larger-than-life goddesses gallivanting in-action, fashionably adorned in mother earths own leaves and flowers, making NYC their own personal garden." This concept allowed us to showcase the freedom, power, and grand presence of Edie Parker Flower products in this otherwise commercial and industrial environment, staying true to the grounding essence of the vibrant female-owned and operated brand.
The process began with sourcing and researching femme-centric imagery and iconography, often vintage-inspired or collaged, sometimes leaning more editorial vs. typographical.
To symbolize the arrival of the brand in a city already as established and iconic as New York- the only answer was to be as defiant with their entrance as is their whimsical range of stylish and vintage-inspired cannabis products.
The foundation of the campaign, eagerly named Garden of Edie, was inspired by capturing a surreal dream, "larger-than-life goddesses gallivanting in-action, fashionably adorned in mother earths own leaves and flowers, making NYC their own personal garden." This concept allowed us to showcase the freedom, power, and grand presence of Edie Parker Flower products in this otherwise commercial and industrial environment, staying true to the grounding essence of the vibrant female-owned and operated brand.
The process began with sourcing and researching femme-centric imagery and iconography, often vintage-inspired or collaged, sometimes leaning more editorial vs. typographical.
BACKGROUND
Graphic design + art direction to promote the NYC launch of female-founded cannabis company Edie Parker Flower, a sub-brand of renowned fashion lifestyle brand, Edie Parker. Working intimately with their visual department to develop digital & print assets for their "Garden of Edie" OOH campaign.
BACKGROUND
Graphic design + art direction to promote the NYC launch of female-founded cannabis company Edie Parker Flower, a sub-brand of renowned fashion lifestyle brand, Edie Parker. Working intimately with their visual department to develop digital & print assets for their "Garden of Edie" OOH campaign.
mediums + tools
A blend of both traditional and digital tools combining 2D/3D design, photo-manipulation, retouch & art direction, collaborating with other NYC based producers, photographers, stylists, and models to create high-impact, visually cohesive, editorial-like promotional visuals- Adobe Creative Suite, including InDesign, Photoshop, and Illustrator + 3D programs like Blender, SketchUp & DazStudio.
Collaborators
Collaborating closely with brand directors Niki Sawyer & Sasha Allen, Photographer Ashley Markle,
+ Models Jessica Lee, Traci Johnson, & Isabella Carr.
BRIEF: garden of edie
To symbolize the arrival of the brand in a city already as established and iconic as New York- the only answer was to be as defiant with their entrance as is their whimsical range of stylish and vintage-inspired cannabis products.
The foundation of the campaign, eagerly named Garden of Edie, was inspired by capturing a surreal dream, "larger-than-life goddesses gallivanting in-action, fashionably adorned in mother earths own leaves and flowers, making NYC their own personal garden." This concept allowed us to showcase the freedom, power, and grand presence of Edie Parker Flower products in this otherwise commercial and industrial environment, staying true to the grounding essence of the vibrant female-owned and operated brand.
The process began with sourcing and researching femme-centric imagery and iconography, often vintage-inspired or collaged, sometimes leaning more editorial vs. typographical.
PLANNING + EXECUTION
PLANNING + EXECUTION
PLANNING + EXECUTION
PLANNING + EXECUTION
Once guided by our narrative and visual references, we combined traditional techniques—such as photography, fashion styling, & live models with digital enhancement, photo manipulation, and 3D environments. This blend reflected the duality at the heart of Edie Parker Flower brand: vintage-inspired with distinctly a modern edge.
To bring the vision to life, we collaborated with Ashley Markle, a celebrated fashion and lifestyle photographer known for her ability to capture timeless, nostalgic moments. Her work effortlessly blended the past and present, mirroring the duality in Edie Parker’s designs, which merge elegant, high-fashion elements with fun, campy undertones.
The images were shot on film, further emphasizing that timeless, vintage feel, and were complemented by fashion sourced and modeled from local New York City designer SLX and models Jessica Lee, Traci Johnson, and Isabella Carr- reflecting the creative energy of the city itself. To prepare for post-production, we shot each image on solid backgrounds to ease the editing process.
Once guided by our narrative and visual references, we combined traditional techniques—such as photography, fashion styling, & live models with digital enhancement, photo manipulation, and 3D environments. This blend reflected the duality at the heart of Edie Parker Flower brand: vintage-inspired with distinctly a modern edge.
To bring the vision to life, we collaborated with Ashley Markle, a celebrated fashion and lifestyle photographer known for her ability to capture timeless, nostalgic moments. Her work effortlessly blended the past and present, mirroring the duality in Edie Parker’s designs, which merge elegant, high-fashion elements with fun, campy undertones.
The images were shot on film, further emphasizing that timeless, vintage feel, and were complemented by fashion sourced and modeled from local New York City designer SLX and models Jessica Lee, Traci Johnson, and Isabella Carr- reflecting the creative energy of the city itself. To prepare for post-production, we shot each image on solid backgrounds to ease the editing process.
Once guided by our narrative and visual references, we combined traditional techniques—such as photography, fashion styling, & live models with digital enhancement, photo manipulation, and 3D environments. This blend reflected the duality at the heart of Edie Parker Flower brand: vintage-inspired with distinctly a modern edge.
To bring the vision to life, we collaborated with Ashley Markle, a celebrated fashion and lifestyle photographer known for her ability to capture timeless, nostalgic moments. Her work effortlessly blended the past and present, mirroring the duality in Edie Parker’s designs, which merge elegant, high-fashion elements with fun, campy undertones.
The images were shot on film, further emphasizing that timeless, vintage feel, and were complemented by fashion sourced and modeled from local New York City designer SLX and models Jessica Lee, Traci Johnson, and Isabella Carr- reflecting the creative energy of the city itself. To prepare for post-production, we shot each image on solid backgrounds to ease the editing process.
Once guided by our narrative and visual references, we combined traditional techniques—such as photography, fashion styling, & live models with digital enhancement, photo manipulation, and 3D environments. This blend reflected the duality at the heart of Edie Parker Flower brand: vintage-inspired with distinctly a modern edge.
To bring the vision to life, we collaborated with Ashley Markle, a celebrated fashion and lifestyle photographer known for her ability to capture timeless, nostalgic moments. Her work effortlessly blended the past and present, mirroring the duality in Edie Parker’s designs, which merge elegant, high-fashion elements with fun, campy undertones.
The images were shot on film, further emphasizing that timeless, vintage feel, and were complemented by fashion sourced and modeled from local New York City designer SLX and models Jessica Lee, Traci Johnson, and Isabella Carr- reflecting the creative energy of the city itself. To prepare for post-production, we shot each image on solid backgrounds to ease the editing process.
COLLABORATORS
Collaborating closely with brand directors Niki Sawyer & Sasha Allen, Photographer Ashley Markle,
+ Models Jessica Lee, Traci Johnson, & Isabella Carr.
PHOTO-MANIPULATION + RENDER
PHOTO-MANIPULATION
+ RENDER
PHOTO-MANIPULATION
+ RENDER
PHOTO-MANIPULATION
+ RENDER
The post-production process involved detailed 2D photo-manipulation, retouch, & 3D design - Both transforming & marrying these raw photos to look seamlessly integrated with a very digitized urban landscape would not be easy without a strategy and system, especially with challenges like time-constraints. To combat this challenge, we developed a system where as each model was photographed, photographer Ashley Markle and I would quickly touch-base remotely on overall approval and workability of their look, pose & composition- then develop rough edits in-real-time to ensure our vision could be executed. Once all final shots were taken and chosen for edit, I began the process of planning out each digital city scape based off my initial drafts & our creative dialogue or inspiration - a more organic process than deciding to a tee which locations fit with who.
From research & photography to utilizing Google Maps, the build out process began by sourcing imagery that accurately spoke to different iconic NYC locations. Then collaging & piecing together like a puzzle these sourced or produces visuals to complete one final image for our subjects to live & breathe in.
It was vital for this project that we explored both digital and analog techniques to further enhance the idea of duality that defines Edie Parker's brand. The playful, unexpected digital elements were carefully layered into the images, reflecting the fun and colorful twists that define the company’s products. By blending these elements with the sophisticated, timeless nature of the film photography, we created a campaign that captured both Edie Parker’s luxe sensibility and its vibrant, lively spirit.
The post-production process involved detailed 2D photo-manipulation, retouch, & 3D design - Both transforming & marrying these raw photos to look seamlessly integrated with a very digitized urban landscape would not be easy without a strategy and system, especially with challenges like time-constraints. To combat this challenge, we developed a system where as each model was photographed, photographer Ashley Markle and I would quickly touch-base remotely on overall approval and workability of their look, pose & composition- then develop rough edits in-real-time to ensure our vision could be executed. Once all final shots were taken and chosen for edit, I began the process of planning out each digital city scape based off my initial drafts & our creative dialogue or inspiration - a more organic process than deciding to a tee which locations fit with who.
From research & photography to utilizing Google Maps, the build out process began by sourcing imagery that accurately spoke to different iconic NYC locations. Then collaging & piecing together like a puzzle these sourced or produces visuals to complete one final image for our subjects to live & breathe in.
It was vital for this project that we explored both digital and analog techniques to further enhance the idea of duality that defines Edie Parker's brand. The playful, unexpected digital elements were carefully layered into the images, reflecting the fun and colorful twists that define the company’s products. By blending these elements with the sophisticated, timeless nature of the film photography, we created a campaign that captured both Edie Parker’s luxe sensibility and its vibrant, lively spirit.
The post-production process involved detailed 2D photo-manipulation, retouch, & 3D design - Both transforming & marrying these raw photos to look seamlessly integrated with a very digitized urban landscape would not be easy without a strategy and system, especially with challenges like time-constraints. To combat this challenge, we developed a system where as each model was photographed, photographer Ashley Markle and I would quickly touch-base remotely on overall approval and workability of their look, pose & composition- then develop rough edits in-real-time to ensure our vision could be executed. Once all final shots were taken and chosen for edit, I began the process of planning out each digital city scape based off my initial drafts & our creative dialogue or inspiration - a more organic process than deciding to a tee which locations fit with who.
From research & photography to utilizing Google Maps, the build out process began by sourcing imagery that accurately spoke to different iconic NYC locations. Then collaging & piecing together like a puzzle these sourced or produces visuals to complete one final image for our subjects to live & breathe in.
It was vital for this project that we explored both digital and analog techniques to further enhance the idea of duality that defines Edie Parker's brand. The playful, unexpected digital elements were carefully layered into the images, reflecting the fun and colorful twists that define the company’s products. By blending these elements with the sophisticated, timeless nature of the film photography, we created a campaign that captured both Edie Parker’s luxe sensibility and its vibrant, lively spirit.
The post-production process involved detailed 2D photo-manipulation, retouch, & 3D design - Both transforming & marrying these raw photos to look seamlessly integrated with a very digitized urban landscape would not be easy without a strategy and system, especially with challenges like time-constraints. To combat this challenge, we developed a system where as each model was photographed, photographer Ashley Markle and I would quickly touch-base remotely on overall approval and workability of their look, pose & composition- then develop rough edits in-real-time to ensure our vision could be executed. Once all final shots were taken and chosen for edit, I began the process of planning out each digital city scape based off my initial drafts & our creative dialogue or inspiration - a more organic process than deciding to a tee which locations fit with who.
From research & photography to utilizing Google Maps, the build out process began by sourcing imagery that accurately spoke to different iconic NYC locations. Then collaging & piecing together like a puzzle these sourced or produces visuals to complete one final image for our subjects to live & breathe in.
It was vital for this project that we explored both digital and analog techniques to further enhance the idea of duality that defines Edie Parker's brand. The playful, unexpected digital elements were carefully layered into the images, reflecting the fun and colorful twists that define the company’s products. By blending these elements with the sophisticated, timeless nature of the film photography, we created a campaign that captured both Edie Parker’s luxe sensibility and its vibrant, lively spirit.
REALIZED VISION
The Garden of Edie campaign was not only successful through multiple digital-platforms, garnering millions+ impressions and capturing the attention of a variety of fashion and lifestyle outlets, including Paper Magazine, but it helped introduced Edie Parker Flower to the New York City market. The campaign was widely praised for its editorial, fashion-forward approach and its deep connection to the cultural landscape of New York City.
Visually, the campaign was able to fully present Edie Parker Flower’s launch, encapsulating the essence of the brand while showcasing its expansion into the heart of one of the world’s most iconic creative hubs. The impact was felt not only through the aesthetic and vibe we created but also through the significant press coverage and excitement generated around the launch event. It was a fantastic culmination of creative direction, collaboration, and execution.
REALIZED VISION
REALIZED VISION
REALIZED VISION
The Garden of Edie campaign was not only successful through multiple digital-platforms, garnering millions+ impressions and capturing the attention of a variety of fashion and lifestyle outlets, including Paper Magazine, but it helped introduced Edie Parker Flower to the New York City market. The campaign was widely praised for its editorial, fashion-forward approach and its deep connection to the cultural landscape of New York City.
Visually, the campaign was able to fully present Edie Parker Flower’s launch, encapsulating the essence of the brand while showcasing its expansion into the heart of one of the world’s most iconic creative hubs. The impact was felt not only through the aesthetic and vibe we created but also through the significant press coverage and excitement generated around the launch event. It was a fantastic culmination of creative direction, collaboration, and execution.
The Garden of Edie campaign was not only successful through multiple digital-platforms, garnering millions+ impressions and capturing the attention of a variety of fashion and lifestyle outlets, including Paper Magazine, but it helped introduced Edie Parker Flower
to the New York City market. The campaign was widely praised for its editorial, fashion-forward approach and its deep connection to the cultural landscape of New York City.
Visually, the campaign was able to fully present Edie Parker Flower’s launch, encapsulating the essence of the brand while showcasing its expansion into the heart of one of the world’s most iconic creative hubs. The impact was felt not only through the aesthetic and vibe we created but also through the significant press coverage and excitement generated around the launch event. It was a fantastic culmination of creative direction, collaboration, and execution.
The Garden of Edie campaign was not only successful through multiple digital-platforms, garnering millions+ impressions and capturing the attention of a variety of fashion and lifestyle outlets, including Paper Magazine, but it helped introduced Edie Parker Flower to the New York City market. The campaign was widely praised for its editorial, fashion-forward approach and its deep connection to the cultural landscape of New York City.
Visually, the campaign was able to fully present Edie Parker Flower’s launch, encapsulating the essence of the brand while showcasing its expansion into the heart of one of the world’s most iconic creative hubs. The impact was felt not only through the aesthetic and vibe we created but also through the significant press coverage and excitement generated around the launch event. It was a fantastic culmination of creative direction, collaboration, and execution.
NYC LAUNCH PARTY @ SWEETGREEN
NYC LAUNCH PARTY
@ SWEETGREEN
NYC LAUNCH PARTY @ SWEETGREEN
NYC LAUNCH PARTY
@ SWEETGREEN
☻ THANKs for tuning in ☻ THANKs for tuning in ☻ THANKs for tuning in
