URBAN OUTFITTERS & PEOPLE I'VE LOVED
A collaboration with highlighting a printmaking workshop based out of Oakland, California
Urban Outfitters collaborated with People I've Loved, a printmaking workshop based out of Oakland, California. They specialize in hand-printed & assembled objects in a small studio by a farmhouse with a lemon tree.
I was brought in to tell their story to Urban Outfitters' audience.
HIGH LEVEL TIMELINE
Tell a compelling story to UO's audience
Make a plan. Create a feeling. Tell a story
Urban Outfitter has a specific look and brand that needed to be considered. Collaborating with UO and People I have loved to achieve a look and feel that stayed within budget and on a quick deadline.
It was important to share the authentic story that People I've Loved has been telling in just a few moments. I wanted to be able to convey an essence that could be felt at a glance: "art that embraces the whole range of emotions. In search of the miraculous yet tragic definition of what it means to exist, in this time and space.".
UNDERSTANDING THE AUDIENCE
The importance of a collaboration within two distinct brands can be tricky, but it was crucial to consider.
People I've Loved is a small business with a loyal audience that caters to folks who value self-awareness and authenticity. They tend to have a more female-identifying audience that varies in age from mid-teens to mid-40s.
Urban Outfitter's audience, however, targets a much more narrow age demographic, one that also values small business, diversity, and authenticity, but with a more youthful perspective. It was of high value to highlight products that would hold the attention of that younger audience and bring them into the People I've Loved family.
It was important to share products that resonated with a younger demographics, things that would fit seamlessly in Urban Outfitter's home line and highlight the personal and handmade touch that comes from intentional small businesses.
BREAKING DOWN THE PROCESS
I wanted to lean into the gritty yet airy vibe of the hand-made print shop, highlighting the antique printing press and the evident care put into each product.
You could feel the love in the space the second you walked in. This group of creators was a family, which is what I needed to capture. I captured the natural light and ambiance of the shop and intentionally included all team members as I knew open collaboration was of great importance to People I've Loved.
I spent time observing and chatting with the company members, learning about their roles. It gave me a better understanding of how to capture an image that uniquely represented their role in the story. I focused on more candid moments of each person in their element, for example, showing how Carissa hand-signs her books and how the printing press operated. I wanted the images to be as authentic as their brand.
This process of active listening, observation, and thoughtful questions gave me the needed elements to direct confidently and get the content I needed
COLLABORATION: PEOPLE I'VE LOVED & URBAN OUTFITTERS
RESULTS & TAKEAWAYS
Evergreen assets are a good sign of stellar storytelling. The images that I created got shared even further than the UO campaign.
Featured in Urban Outfitters' online store, social media, email communication, and later shared in the SF MOMA store, local ads, and online publications, these photos became crucial branding assets for social and web.
It was a dream to help capture Carissa's ethos, heart, and soul that has gone into her brand and products. Her company has impacted many people searching for a real-talk connection in the form of greeting cards, beautiful prints, or even a pair of socks.