Moen® Photo Articulation + Guidelines

Moen issued a national RFP for an agency to manage every aspect of their photography program — from concept and set design to execution and retouching. While most agencies focused on production capabilities, we looked deeper.

Buried within pages of briefing material was a single line about their primary audience: millennial females. That insight became our north star. Rather than simply showing beautiful fixtures, we set out to reflect how this audience actually lives, styles, and expresses taste in the home.

Our response arrived as a digital, Pinterest-inspired experience accessible by password — intentionally mirroring how millennial women collect and curate ideas. Moen took notice and awarded us a multi-year assignment.

At kickoff, we developed four distinct audience personas, each with a unique aesthetic sensibility. These personas guided every visual decision — from lighting and surface materials to props, palettes, and the emotional energy on set. By treating the personas as real women, we designed environments that felt personal and genuinely aspirational.

Over three years, our team concepted and built kitchen and bath sets, led creative and photography direction, and ultimately developed comprehensive photo guidelines — enabling Moen to transition production in-house without losing strategic consistency.

We didn’t just deliver photography.
We delivered perspective.

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