While at Critical Mass I was assigned to work on the Marshalls Canada's Instagram account. The retailer wanted to improve its representation with that audience ahead of the emerging trend of professional level photography in corporate Instagram accounts that’s become common today.
Marshalls Canada offers current-season, brand-name and designer goods for men, women, teens and kids. I suggested that the best way to bring that to Instagram was to embrace the #OOTD (outfit of the day) movement and show inspired outfits that were created from items found in actual stores. Additionally, I wanted to combat the public perception that Marshalls was a grungy, discount retailer by ensuring their photography was at a polished level that would be at home in any fashion magazine or blog.
I delivered a style guide for the treatment of the branding and photography style, then directed in-store photo-shoots to bring the best of Marshalls merchandise to Instagram.
Design and Photography by Katie Hinks