Concept 7
Art directing the launch visuals for S.Point’s consumer product collection.
Client:
Concept 7
Year:
2019
Type:
Art Direction, Product Photography
Project Overview
S.Point, a Shanghai based design consultancy, launched a new range of consumer products under its in house brand Concept 7. The collection included everyday lifestyle objects such as coffee makers, tumblers, desk lamps, and accessories.
As the Art Director for the launch photoshoot, my role was to develop the visual direction that would introduce these products to the market. The objective was to present the collection in a way that highlights the craftsmanship, materials, and design quality behind each product.
The resulting imagery was used for product launches, marketing material, and submissions to international design awards.
Product
Moka Coffee Maker
Bold and graphic compositions that emphasise the form, materials, and structural details of the products.
Product
Moka Coffee Maker
Highlighting Form and Craft
The visual direction focused on creating bold and graphic compositions that emphasise the form, materials, and structural details of the products.
Instead of traditional catalogue style photography, the shoot used strong colour backgrounds, directional lighting, and sharp contrasts to create images that feel modern and visually striking.
This approach allowed the products to stand out as design objects while maintaining a clear and minimal visual language.
Product
Flexi Light Desk Lamp
Product
Urban Tumbler
Product
Urban Tumbler
Product
Insulated Tumbler
Product
Insulated Tumbler
Reflection
Art directing this photoshoot required translating product design into a strong visual narrative. Lighting, colour, and composition were carefully considered to emphasise the materials and craftsmanship behind each product.
The project highlighted how thoughtful visual direction can elevate product presentation, helping communicate design quality and brand identity through imagery alone.