In addition to the new web experience there was an opportunity to elevate and evolve Frye’s brand through product photography. Using a consistent flat background color, the photography highlights the craftsmanship and detailed construction of the products. This involved pristine lighting, tight shadows and crisp sharp focus applied across all products.
Agency: Sapientnitro | Role: Art direction
The new product photography direction showcases the leather craftsmanship and tanning detail, elevating the experience and refining the brand online.