Outdoor Collection
Client: Early Settler | 2023 | Campaign Concepts, Art Direction, Publication, Digital Design, Custom Typography
This brand campaign aimed to position Early Settler as the leading choice for outdoor furniture with the annual new outdoor collection launch, ensuring maximum sales and profitability. The key objectives were to establish brand consistency across all touch points and craft an aspirational narrative that resonates across both the Australian and New Zealand markets. The aim is to shine in the market by introducing fresh colours and captivating statement pieces, embracing a Mediterranean-inspired theme, and emphasising both daytime and evening entertaining experiences.
Blending Australian charm with Mediterranean allure
The main challenge was shooting the entire outdoor collection in our studio instead of on location as in previous years. To address this, we carefully selected sources of inspiration and collaborated with the photographer to determine achievable sets and the role of background retouching
The photography concepts encompassed two themes: one with a white and neutral base blending Australian charm and Mediterranean allure, and the other featuring strong warm colours, evoking a fusion of Havana days and Australian charm. Each theme included daytime and nighttime inspiration, accommodating small and large spaces, talent focus, and entertaining scenarios. After completing the photography, we ensured consistent application across all touchpoints, highlighting the collection and photography while prioritising message legibility and promotional offers.
Photography by Matthew McKay
Styling by Heather Nette King
The launch of the Outdoor Collectioncampaign marked a milestone for Early Settler,
resulting in an unprecedented $1.5 million week of sales, surpassing records.
