Lee Jeans eCom Photography Standards

When the world of eCommerce dawned, there was a rush to fill shopping sites all over the world with content to facilitate shopper’s needs to view product. The fastest, simplest way to create this content has now become the very familiar “eCom product on white”.

As eCommerce has matured brands have sought out creative solutions to bring their eCom visual assets in line with their brands overall standards and messaging. That was Lee’s goal on this project. The quantity of images required and the workflows for that have been long-solved by the Lee Jeans team. But, with a new brand campaign Lee wanted alignment between the campaign’s message and the consumer’s buying experience.

Lee tasked us with discovering what the changes to their eCom assets would look like as well as writing technical manuals to produce these assets with consistency in high volume. Having worked with the Lee team and brand many times we were very anxious to drill down into this familiar territory and find a fresh view for the brand.

Here’s a look at our starting point. Historically, the eCommerce team has been producing high quality, consistent work that looked like this:

BEFORE

Imagery like this functions for the consumer but doesn’t reflect the brand’s position and message. Lee was interested in pursuing the consumer’s interest in the brand and fulfilling on the brand’s commitment to their position in the fashion market.

Below are more images from our work on this project. We explored many facets of photography to deliver for Lee. Some considerations we focused on include lighting, making the apparel move and appear fluid, bringing personality forward from the talent to align with the apparel designs, and color grading. The roots, style, and attitude of this brand are apparent to the consumer here and are present as the last touchpoint at the point of purchase.

AFTER