Tree of Life
A collection of designs, content creation and art direction for Australia’s original boho retailer.
I spent over 3 and a half years at Tree of Life and in that time went from being hired as a freelancer to assist with their re-brand and website redesign, to the in-house art director managing their team of in-house and freelance creatives and content producers. I was involved in everything from events, in-store visual merchandising, campaign shoots, socials and digital design.
Rebrand & Logo Design
My first task at Tree of Life was to update their logo and style guide which would then form the basis for the website redesign.
The mark that I illustrated is based on traditional hand block patterns, echoing the shape and style of paisley patterns. We have 2 versions of the mark, the clean classic version and the hand block version. The hand block version was actually made as a hand block in India not long after we launched the new logo. It’s appears on products which are handmade, such as beaded wears from Rajasthan or hand-knitted jumpers from Auroville.
It’s a beautiful way to give a nod back to Tree of Life’s roots, extending to the late 1970s in India.
Ecommerce Direction & Styling
After redesigning and launching the new website, I also lead the direction for the new e-commerce photography style and set up a studio in house. This helped to lower costs and gave us freedom and flexibility in when we were shooting - perfect for last minute changes to stock deliveries.
I built up our collection of props and helped maintain consistency across our product imagery - clothing, accessories, jewellery and homewares.
Social Media & Content
I lead the charge on producing our own content to create consistency which had previously been missing from the brand. Once our aesthetic was clearly defined we had no problems with content creators and influencers producing for us as they found it much easier to replicate our style once it
How to Blend Tea
DIY Wax Food Wrapping
How to Arrange a Bouquet for Mothers Day
Campaign Styling
Below is a collection of images from the three campaigns I worked on while at Tree of Life - my contribution to these shoots included concept, planning, styling, set styling and creation and art direction. This particular set of images all allowed be use my floristry skills to produce the sets.
For our seasonal campaign shoots, we worked with an external freelance team collaboratively to produce the images that would be used across the store fronts and online.
All photography below is by Ming Nomchong.
Website & Email Design
While at Tree of Life, I redesigned their e-commerce website, focusing on improving the customer journey and customer conversion while also clearly communicating the seasonal campaigns and offers in an aesthetically relevant way, updating graphics across the website in line with in store.
I also created many emails showcasing new products and events with images we created in-house from our own content shoots or via collaborations with influencers and stylists.
