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2023 – Blueland
![](https://freight.cargo.site/t/original/i/09d0a54eb03822180f4b6d14c2299b9ad6aecb726d858c8527cf4274cc724164/0372_Shot_01_BW_FC_0066_site.jpg)
![](https://freight.cargo.site/t/original/i/3271a55e813cd38ef1da62b8b05b4417098a5bedd0ae473fb5f16dc717ebe965/0372_Shot_10_Homepage_HS_0091_site.jpg)
![](https://freight.cargo.site/t/original/i/cd51aefb7b5f64b2b9b98c6ad90e739a75c274c2175c87ea17520ff7fe2a5bb5/0372_Shot_13_Homepage_Clean_Suite_0032_email.jpg)
![](https://freight.cargo.site/t/original/i/20e3667fd7e1097a5b9ec664cf260017d52db8c68c5588d26d8f3d9266706d56/0372_Shot_13_Refill_PDP_0018_FINAL_site_1.jpg)
Creative direction for Blueland’s 2023 brand refresh – “a cleaner planet starts at home”
![](https://freight.cargo.site/t/original/i/c76e417e7c5099c4f1de46cc70785f303f987aad40f5c5fa1b1323cf23df3c3f/0372_Shot_06_Oxi_0063_site.jpg)
I was commissioned by Blueland to refresh the brand as well as highlight lifestyle content and create cohesion as they enter their next phase.
- Creative Direction
- Digital Product
![](https://freight.cargo.site/t/original/i/da1817913d593e6d25315048a88271c0311e1f1622b42ef6d622863ab065fdab/0372_Shot_01_HS_PLP_0009_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/4c848fe902d68f87b99312421ac443fe9d5e892df453ed4482fac24ea80aec82/0372_Shot_11_Ancillary_PLP_0009_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/184f72cc8815608ea081d85ccc7f1959b5905ccaebac8a25bcf437daccab98fe/0372_Shot_02_Cleaners_PLP_0005_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/9a034eccce99134cf8dd9864549401b428907994e2f3a44c8da5fd636e2107f0/0372_Shot_06_Laundry_PLP_0013_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/d8886b3bc76d5a604650b8fd23be7991b486d105d132d73579ab921f0f0c06ed/0372_Shot_08_BW_PLP_0006_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/8a58d59773a4154d0184786e4e242b75d4b45e1c35a25beeb4fc807580aa41a2/0372_Shot_07_Toilet_PLP_0004_FINAL_site.jpg)
After 4 years and 10+ products later, we decided to streamline the product navigation to allow for a more grounded roundup of products on simpler spaces as you comb through your first or next purchase.
![](https://freight.cargo.site/t/original/i/558cf2e8c80d0f2dc923bb33fd8a1f3d1bc026a15ed60f776ef9785340ce6e93/0372_Shot_11_Homepage_Tablet_0036_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/a7b2d8a8d5a2792d2c519655afb7a37d41a9097982595e20ea97723e47b232b4/0372_Shot_07_Bathroom_HS_0029_site.jpg)
We also revisited the still life approach to contrast the straightforward lifestyle visuals. The theme for the studio-centric still life revolved around “The Giants of Clean”
![](https://freight.cargo.site/t/original/i/d947d9b0d5452a684966f878bef9d1dde947f96e26fa2e914048b76cb456bb29/0372_Shot_12_Homepage_0073_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/0fbca5ed01d18c28d1ebf6aaa5a6fdac699f0817ee95536059aca07fe54d68aa/0372_Shot_11_Homepage_Tablet_0207_FINAL_site.jpg)
![](https://freight.cargo.site/t/original/i/c76e417e7c5099c4f1de46cc70785f303f987aad40f5c5fa1b1323cf23df3c3f/0372_Shot_06_Oxi_0063_site.jpg)
![](https://freight.cargo.site/t/original/i/60aaeb80481d66610486970b386d042de713dfa926c3a767053ffe81b31f2a43/0372_Shot_12_Homepage_0129_site.jpg)
![](https://freight.cargo.site/t/original/i/826b112d942f3729a8138ca1b3c4114d78c2b2ab498c79501fb58889f72fdfea/0372_Shot_12_Clean_Suite_0060_site.jpg)
Photographs by Graham Pollack, Prop Styling by Gozde Eker,
In collaboration with Sarah Paiji-Yoo, Bailey James, Meredith Scavuzzo & Hannah Buttman.
In collaboration with Sarah Paiji-Yoo, Bailey James, Meredith Scavuzzo & Hannah Buttman.