| Art Direction & Photography
Established in 1802, Freedman’s Harness & Saddlery Co. represents over 200 years of master craftsmanship. Now in its sixth generation, the brand is the global standard for elite carriage driving and show horse equipment.
I led the full creative direction and execution for Freedman's across a multi-year period of brand refresh, lifestyle and equestrian product launches, and various in-person experiences at national and international events.
Through various creative touch points, my goal was to unify the rich old world equestrian values with a modern, premium lifestyle brand.
The overall art direction for Freedman’s required a dual focus: technical accuracy for professional trainers and aesthetic allure for the luxury market. I led multiple principal content shoots to highlight the intricate leathers, signature hardware, and the anatomical precision of their saddle systems.
Our goal was to capture the essence of the equestrian spirit while appealing to a global clientele that included royalty and celebrities.
| Kentucky Catalogue Photoshoot
Managed and led a multi-day catalogue production executed on location in Kentucky, bringing together world-class equestrian talent, refined product storytelling, and a deeply considered visual narrative. Shot across a four-day schedule, the production balanced the precision of commercial product imagery with the heritage of the equestrian world.
Working closely with riders, trainers, and handlers, the shoot was carefully tailored to capturing moments that felt natural, composed, and elevated. Styling, hair and makeup, and wardrobe direction were developed to complement the brand’s classic heritage while introducing a contemporary, lifestyle-forward sensibility.
From controlled stable interiors to open-field compositions, each shot was composed to translate our products timelessness across catalogue, campaign, and digital applications.
| Traditional Print Materials & Signage
Led the creative direction and execution of a comprehensive suite of print materials spanning editorial placements, catalogues, and in-store signage. This work required a balance of clarity and elegance.
From concept through to final production, responsibilities included art direction, photography oversight, layout design, and print-ready execution. Product-focused collateral and signage were designed with a refined, minimal approach, allowing material quality, form, and detail to shine. Across all formats, careful attention was given to hierarchy, readability, and tactile presence, ensuring the work translated beautifully both in-hand and in-environment.
I took a disciplined yet expressive approach to print, remaining brand forward with confidence.
To grow our exposure, I developed a comprehensive suite of show schedules and event guides for various large attendance horse events, including the World's Championship in Louisville. These were universal to the events and attendees.
I translated complex, time-sensitive programming into clear systems across print formats. The work prioritized ensuring riders, spectators, and vendors could quickly navigate class schedules, rider lineups, and key event details without friction. Produced for high-frequency, in-hand use, the materials were built to perform under the pace of the event. It was my strategy to feature our world-class products throughout the schedule, amplifying product testimonial from winning riders and farms, past and present.
| Social Media Content & Advertising
Collaborated with internal teams and content creators to plan and execute quarterly social media calendars across multiple accounts. This included coordinating both 'athlete of the month' and 'product of the month.'
Developed engaging and visually exciting content across all social channels. Oversaw and crafted over 15 new pieces of content each month. Maintaining brand guidelines and unique content strategy for each.
