The Joann

Art Direction + Graphic Design + Photography

Project Overview

Summer of 2022 I produce hand sewn leather totes bags I named after my aunt Joann. The leather was hand picked, cut, sewn packaged and shipped entirely in house. I also handled the digital advertisement and social media for this project.

My Contributions

This project was a passion project I had full creative control over.
Art Direction + Graphic Design + Photography +
Social Media Manager + Copywriter

Using a vanity light, a soft box and a painted white background on a work table decorated with supplies and small objects chosen to push the creative theme of each bag. The black coffee Joann is featured in images with coffee spills, sugar, straws and other coffee related items. Each Joann was released through social media campaigns consisting of short reels and photos of the tote bags.
Each video released on Instagram came with an accompanying voice over, with a soft instrumental playing in the background. I believe the best products sell because they have better stories and the Joanns are an ode to the summer of 2013, the final summer my aunt was alive. each colorway for the Joann's represent an element of my aunt, Joann I. Sykes.

The Joann Bag Release

Art Direction + Graphic Design + Photography

2022

Colors

The Joanns were released in two separate drops. The first was more of a preliminary round on July 7, 2022 and the second drop was the main release which was August 28, 2022 my aunt Joann's birthday. both drops were successful considering I'm a small scale start up bag company. With the help of my build up posts through social media and the purchasing of ad's through instagram I sold 10 bags the first release and 10 bags the second release. Majority of the bags sold within the first two hiurs of them being available which is a testament to my ability to create not only a product but an atmosphere around a product people can believe and buy into; no pun intended.

Results

The Joanns were released in two separate drops. The first was more of a preliminary round on July 7, 2022 and the second drop was the main release which was August 28, 2022 my aunt Joann's birthday. both drops were successful considering I'm a small scale start up bag company. With the help of my build up posts through social media and the purchasing of ad's through instagram I sold 10 bags the first release and 10 bags the second release. Majority of the bags sold within the first two hours of them being available which is a testament to my ability to create not only a product but an atmosphere around a product people can believe and buy into; no pun intended.