Design by Karma

PHOTOGRAPHY & ART DIRECTION

Challenge

Design by Karma, the lifestyle and merchandise shop for Karma Automotive, needed to modernize its brand image. The existing merch—corporate polos and fleece jackets—felt soulless and outdated. The new line embraced streetwear aesthetics to attract a younger demographic, but required fresh photography to match. With no studio budget and a quick turnaround, all assets had to be shot in-office.

Approach

As photographer and art director, I worked with the Brand team to develop a visual language that elevated the brand:

• Created a modern, street-inspired aesthetic through strategic lighting and composition
• Transformed office spaces into dynamic shooting environments
• Directed sessions that captured the energy and style of the new merch line
• Delivered polished, on-brand imagery within tight timeline constraints
  

Result

The updated photography contributed to an 83% increase in sales and measurable improvement in brand sentiment, successfully repositioning Design by Karma for a younger, style-conscious audience.

Role: Photography, Lighting, Art Direction, Editing