I was responsible for creative directing the 2012 Sacred Heart Collections lookbook and exploring a logo/brand overhaul. This freelance project involved developing a storyline or concept that connected the previous year’s campaign to the current one being created. Each concept pitched included a write-up and mood board that the client and photographer needed to understand and approve. Once the concept was approved, I was tasked with scouting locations, gathering reference images, and creating mockups for the shoot. The 28-page book featured a creative concept section on the front and a back section with individual outfit line-sheets that showcased the entire fashion line. The photoshoot was a day-long event, but it was a lot of fun!