Thrive Market offers thousands of products from many brands, which makes curation both a key strength and a challenge to capture in photos. Imagery shot for sales and promotions was also often served as the brand’s visual identity. It was repurposed across channels to fill the gap where intentional brand storytelling should have been. When leadership formally named "communicate our value proposition" as the foundation of the company's growth strategy, it became clear that one-off promotional creative would not be enough.
Thrive Market
Shop Your Values
I led the project from concept development through execution, identifying hero products across each category, developing shot lists, and overseeing both styling and photography. Rather than grouping products by promotion, each scene reflected how members shop and the lifestyles they want. Styled in inviting kitchen and counter scenes with fresh produce and everyday items, these images have since been used across CRM, paid ads, landing pages, and direct mailers. This gave the brand a creative library and visual style that stands apart from its sales calendar.
Creative Direction: Elisha Knight | Stylist: Amy Lipnis | Retouching: Jackie Estay