Creative Direction
(Brand Identity, Website Redesign, Identity Materials,
Email Marketing, Social Content Strategy & Creation, Production of Photography)

Discovering the distinctive voice of Sixteen Seventeen, an energetic candle supply company situated in the San Francisco Bay area, stands as one of the most exciting opportunities with which I've had the privilege of being involved. Spearheading the redesign of their brand identity in 2020, we unequivocally transformed the landscape for candlemakers on a global scale upon the unveiling of the boldly revamped appearance. Overnight, Sixteen Seventeen transitioned from a modest online supplier to a formidable contender in the industry.

In executing the implementation of their rebranded image across all channels, I redeveloped their website, devised a comprehensive social content & email marketing strategy, and produced content encompassing design, photography, editing, and copywriting. The emphasis was not only on visibility but also on being discernibly bold for the right reasons—a nuanced, artistic disruption of industry norms. Vanessa Swatzell, the creator and founder, provided clear guidance: "We are not a neutral, black and white company. We are entirely unafraid of color." To translate this vision into reality and breathe life into the brand through compelling and impactful imagery, I enlisted the expertise of Curtis Brown, an exceptionally talented photographer and a trusted collaborator. The outcome is an innovative shopping experience, unparalleled in the candle supply market.