Project Introduction
Explore Industries is a global manufacturer of premium fiberglass swimming pools with multiple consumer brands. As Digital Content Lead, I developed photography, video, website content, and digital marketing assets that strengthened each brand's visual identity while supporting SEO, lead generation, and customer engagement across multiple digital channels.
the challenge
Explore Industries relied heavily on dealer-submitted photography and outsourced production to market its brands. The result was inconsistent imagery, higher production costs, and limited control over the company's visual identity. The challenge was to establish an in-house content program capable of producing professional photography and video across a growing network of dealer installations while creating assets that could be used consistently across websites, advertising, social media, email marketing, and sales materials.
my approach
I built an in-house photography and video program that reduced reliance on outside contractors while creating a consistent visual style across multiple consumer brands. Traveling throughout the United States and Canada—including projects in Toronto, the Boston area, and numerous locations across the Southeast—I photographed completed installations, produced lifestyle imagery and video, and collaborated with dealers and homeowners to create authentic marketing assets. The resulting content library supported websites, advertising campaigns, email marketing, social media, and printed sales materials..
featured deliverables
Commercial photography, brand videos, digital content, drone production
the result
The new in-house content program gave Explore Industries greater creative control while reducing the need for outsourced production. Hundreds of original marketing assets were created to support multiple consumer brands, resulting in a more consistent visual identity across digital and print channels. The growing library of photography and video also strengthened website content and contributed to a more than fourfold increase in organic website traffic during my tenure.
