Evolving a lifestyle brand through focused creative direction
California Psychics relied on a steady stream of original content to support digital marketing across web, email, paid media, social, and video. As Senior Designer, I helped shape the brand's visual direction by art directing lifestyle photography, producing content, and creating integrated campaigns that brought consistency across every customer touchpoint.
COMPANY
California Psychics
FOCUS
Creative Direction • Content Production • Brand Marketing
ROLE
Senior Designer
TIMELINE
2015–2018
Challenge
California Psychics depended on fresh content across multiple marketing channels to maintain a recognizable brand. They needed original creative that felt authentic, approachable, and scalable for ongoing campaigns.
Approach
Visual brand curation and development
I combined creative direction, content production, and campaign design into a repeatable process that supported marketing initiatives.
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Brand Design
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Photography Direction
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Video Production
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Social Media
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Content Marketing
Original lifestyle photography
Rather than relying solely on stock imagery, I helped plan and direct two lifestyle photo shoots with our real psychic advisors that established a more authentic visual library for the brand. The resulting photography was reused across campaigns materials.
✓ Authentic expressions and natural interactions
✓ Warm, optimistic California lifestyle
✓ Flexible compositions for multiple marketing formats
✕ Overly staged or theatrical poses
✕ Generic spiritual clichés or fantasy imagery
✕ Busy backgrounds that distracted from messaging
Content beyond design
I partnered with the marketing team to produce original content. This included planning interview concepts, writing discussion guides, directing on-location interviews, and creating animated promotional videos that supported customer engagement across digital channels.
Campaign applications
Photography and campaign assets were adapted across landing pages, email marketing, social media, paid advertising, promotional graphics, and seasonal campaigns—creating a cohesive experience across every customer touchpoint.
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