Thrive Market
Shop Your Values
Thrive Market carries thousands of products across hundreds of brands, a scale that makes curation a core value proposition and a difficult thing to communicate visually. Imagery shot for promotions was being repurposed as brand content, filling a gap it wasn't designed to fill. The brand needed a visual system that could hold across categories, channels, and a catalog that never stops growing.
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