Thrive Market's marketing relied heavily on one-off sale imagery that were hyper-specific, product-heavy shots that served a single promo and were rarely reused. This created a constant cycle of last-minute requests and left us without a consistent library of on-brand imagery for CRM, landing pages, press, and print. I identified the problem, proposed the solution, and led the execution: bi-annual brand photography shoots that create evergreen, reusable assets designed for lasting value and stronger brand recognition.
Thrive Market
Brand Photography
I led the project from concept to execution, identifying hero products across key categories (bestsellers, gluten-free, GLP-1, high-protein, high-fiber), developing comprehensive shot lists, directing styling, and capturing the moment you unbox your Thrive Market order. This approach gave the imagery a sense of place and storytelling while showing the range of products across our value filters and best-selling items.
The photography captures lifestyle moments like unpacking groceries, stocking pantries, and prepping ingredients that communicate Thrive's values of accessibility, quality, and sustainability. The result: a scalable asset library that reduced last-minute photo requests and ensured consistent brand expression across email, landing pages, press, and print.
Creative Direction and Photography: Elisha Knight | Retouching: Jackie Estay