• STORIES
  • VIDEO
  • BRANDING
  • CONCEPTS
  • TRENDS
  • ABOUT
  • CONNECT
KELLY KEENAN
  • STORIES
  • VIDEO
  • BRANDING
  • CONCEPTS
  • TRENDS
  • ABOUT
  • CONNECT

PICTURES OF HEALTH

Brand images and video for Staples healthcare vertical. Photography and video by John Fedele.

DIRTY JOBS

Rugged new location photography and video for Vestis Uniforms. Photography by Tom Rafalovich. Video by Ryan Romero.

GOOD THINGS

Fall fashion campaign concepts, videos, emails, and style guide for Maurices.

BUSINESS IS HUMAN

Staples brand imagery and video for the “Business is Human” campaign. Photography and video by John Fedele.

DENIM & DONE

Denim campaign concepts for Maurices.

BRAND BOOK

for Coldwater Creek

The brand book’s impactful pages articulate and elevate who and what the brand aspires to be.

This level of lifestyle photography and evocative language had not been part of the brand’s image until now. Various chapters describe the customer, the product, the positioning pillars of the business, and conclude with a new mission statement. The book was produced digitally and in bound paper editions. It’s an enduring document that aligns the entire organization around a meaningful and motivating expression of the brand.

SCENARIO HOME

Branding, development and marketing of an e-commerce luxury home decor company.

SCRUBS LIFE

Concepts, photography and video for the launch of a new scrubs program for Vestis. Photography by Tom Rafalovich. Video by Ryan Romero.

OUR SIGNATURE LIFE

Campaign concepts for Signature Hardware.

FALL TOGETHER NOW

Fall mailer concepts
for Maurices.

AT YOUR SERVICE

Visual storytelling around sales, service, and customer relationships.

WAVEMAKERS

Creative pitch for Reef footwear, including ways to expand on the “Beach Freely” language and how to leverage pro-surfer ambassador relationships to sell products.

SAVANNAH

Outdoor furniture shoot, showcasing the beautiful landscapes, textures and light in Savannah.

FRESHLY POPPED

Popcorn + paper art for The Popcorn Factory.

THE GLASS HOUSE

Vera Wang bedding photography, shot on location at the Stahl House in Los Angeles. The intent was to create highly sophisticated, branded images that showcased the bedding as fine art in a minimal, modern setting. 

SUMMER ESSENTIALS

Summer fashion mailer concepts
for Maurices.

LET'S GET ORGANIZED

Staples product experts introduce their top tips and products for staying organized and productive. Before and after images convey the transformation via Staples furniture, tech and supplies. Photography by John Fedele. Video by Alexander Lewis.

COLDWATER CREEK

Re-branding Initiative
for Coldwater Creek

Working closely with the incoming CEO, we set out to revitalize a 36 year old brand and position it for growth. It needed a differentiating story, fresh creative direction, and a compelling voice. First, we identified and articulated the sweet spot that Coldwater Creek could authentically claim: it’s a brand defined by natural, organic, and artisan style.

The current customer was an aging demographic, so our goal was to evolve brand imagery and messaging to attract new and younger women without alienating existing shoppers.

Re-branding was an opportunity for employees and outside vendors to rally behind a renewed sense of purpose. New logos and a new brand book were created, then presented to all stakeholders, setting the tone for all future marketing, merchandising, and product development.

Two logos were designed: a corporate logo that took its cue from existing elements, and would feel familiar to loyal catalog customers...and a bolder departure: a new monogram logo to use in store architecture, shopping bags, and on product. Both use a newly defined brand color, slate blue.

The new logos were applied to private label product: on buttons, inside waistbands, and on hang tags – enhancing the sense of uniqueness and adding value to jeans, etc.

Shopping bags are the exclamation point of the purchasing experience. Materials feel premium enough to be used as gift wrap. Bags and jewelry pouches are made of eco-friendly kraft paper. Tissue includes a leaf pattern and an ikat print that reflect the natural, artisan aspect the brand. Once these bags leave the cash wrap, they become a “walking billboard” swinging on the arms of our customers.

Our brand work also influenced new store designs to create an atmosphere in sync with the revamped image. It inspired the use of natural and artisan materials in the architecture, fixtures, and displays – from ikat mannequins, to clusters of pampas grass.

THE LOOP

A magazine and digital experience for Staples, designed to highlight product and service solutions for the B2B customer.

OUTDOOR OASIS

Frontgate Outdoor Furniture campaign, photographed in Santa Barbara.

TOTAL COFFEE

Imagery and explainer videos promoting Staples Total Coffee program. Photography and video by John Fedele.

DESIGN IS A CHOICE

Magazine advertising concepts for Davis Furniture.

FALL IS FOR

Fall fashion campaign concepts and style guide
for Maurices.

GOOD THINGS BRAND SPOT

This brand video for Maurices Fall Fashion 2016 ran on tv and many digital/social channels including YouTube, Facebook and others. The concept reinforces Maurices brand position as a specialty fashion retailer serving small towns & suburban US and CA. 

GILTY PLEASURES

Footwear and Handbag Editorial Story.

THE CLEANROOM

Visual storytelling around Vestis’ Cleanroom Services. Photography by Tom Rafalovich. Video by Ryan Romero.

SO READY

Spring fashion campaign concepts and style guide
for Maurices.

FLAWLESS

Proprietary cosmetics brand introduction for Maurices.

HERE COMES THE FUN

Summer fashion campaign concepts for Maurices.

CHEZ VOUS

Catalog concepts and moodboards for Bed Bath & Beyond entertaining campaign & catalog.

HOLI-YAY!

Holiday campaign concepts, emails, and style guide for Maurices.

COMFORT AND JOY

Holiday campaign concepts and style guide for Maurices.

CAMPUS LIFE

Brand images and video for Staples Higher Education vertical. Photography and video by John Fedele.

CABIN TIME

Winter Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

MAKE YOUR MARK

Logo development for Minka Lighting…starting with 5 visual territories for inspiration, followed my extensive logo design, refinement and mockups.

THE DENIM STUDIO

Denim campaign concepts for Maurices.

SCHOOL MODE

Images and video for Staples K-12 vertical. Photography and video by John Fedele.

GIFTS TO REMEMBER

Catalog concepts for Things Remembered.

ABSOLUTELY POSITIVELY

Spring fashion campaign concepts and style guide
for Maurices.

LOVE NOTES

Early Spring Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

PUBLIC SECTOR

Brand images and video for Staples Government vertical. Photography and video by John Fedele.

NATURAL INSTINCTS

Footwear and handbag fashion Editorial.

IN THE MIX

Spring Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

FIRST FROST

Winter Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

HERE THERE ANYWEAR

Spring fashion campaign concepts and style guide for Maurices.

GOOD SCENTS

High level ragrance photo direction for Kohl's.

EVERY MERRY THING

Holiday campaign concepts, videos, email and style guide for Maurices.

A NEW SPIRIT

Spring Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

THE PARTY STARTS HERE

A series of fun, perception-changing digital catalogs for ALDI, featuring seasonal food & beverage products, plus recipes and tips for Fall, Thanksgiving, and Christmas entertaining.

FRESH AIR

Spring Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

SUGAR PLUM

Winter Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

AT FIRST BLUSH

Footwear and handbag editorial story.

MERRY & BRIGHT

Winter Trend Story
for Coldwater Creek

Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.

Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.

Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.

PICTURES OF HEALTH

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DIRTY JOBS

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GOOD THINGS

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BUSINESS IS HUMAN

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DENIM & DONE

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BRAND BOOK

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SCENARIO HOME

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SCRUBS LIFE

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OUR SIGNATURE LIFE

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FALL TOGETHER NOW

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AT YOUR SERVICE

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WAVEMAKERS

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SAVANNAH

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FRESHLY POPPED

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THE GLASS HOUSE

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SUMMER ESSENTIALS

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LET'S GET ORGANIZED

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COLDWATER CREEK

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THE LOOP

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OUTDOOR OASIS

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TOTAL COFFEE

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DESIGN IS A CHOICE

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FALL IS FOR

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GOOD THINGS BRAND SPOT

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Good Things Happen Here

GILTY PLEASURES

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THE CLEANROOM

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SO READY

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FLAWLESS

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HERE COMES THE FUN

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CHEZ VOUS

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HOLI-YAY!

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COMFORT AND JOY

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CAMPUS LIFE

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CABIN TIME

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MAKE YOUR MARK

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THE DENIM STUDIO

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SCHOOL MODE

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GIFTS TO REMEMBER

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ABSOLUTELY POSITIVELY

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LOVE NOTES

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PUBLIC SECTOR

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NATURAL INSTINCTS

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IN THE MIX

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FIRST FROST

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HERE THERE ANYWEAR

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GOOD SCENTS

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EVERY MERRY THING

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A NEW SPIRIT

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THE PARTY STARTS HERE

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FRESH AIR

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SUGAR PLUM

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AT FIRST BLUSH

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MERRY & BRIGHT

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