PROJECTS

simit + smith

THE BRIEF

Smith Design hired me to shoot photography for the Simit + Smith rebrand, which included a full website and catalog redesign. Simit + Smith was a specialty food company focused on handcrafted baked goods, and they needed imagery that would work across both digital and print platforms.

Smith Design handled all the art direction, food styling, and prop styling, both in pre-production and on set. They hosted the production in their in-house studio with their creative team present throughout the shoot.

THE PLAN

This was a close collaboration where Smith Design directed the creative and I focused on the photography. They set the styling and made real-time visual decisions on set, and I translated that direction into the final images through lighting, composition, and pacing.

The priorities were straightforward: show off the handmade quality of the products, capture texture and detail with clarity, and create images that could scale across different formats. We also needed to preserve negative space so the design team had layout flexibility.

The shoot was structured to deliver both hero images and supporting content for the website and catalog, giving them a cohesive image library to work with. Smith Design handled post-production and final retouching to make sure everything aligned with the overall visual system.

THE RESULTS

The photography became a core element of the Simit + Smith rebrand, supporting both the redesigned website and printed catalog.

The project helped Smith Design win two Creativity International Awards for the Simit + Smith website and catalog redesigns, with the photography cited as a key component of the project's success.

BEHIND THE SCENES

With the help of the project’s producer, I built a tower of bread on a second set to highlight the abundance of Simit + Smith’s products.

Client SIMIT + SMITH | Agency SMITH DESIGN | Food & Prop Styling SMITH DESIGN

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