Francesca Poncetta

I took care of shooting all garments, accessories and footwear and largely contributed to the high retouching demand keeping a close focus on priorities as this was a part-time position.

I successfully hired, trained, and managed the Junior Photographer and Product Photographer, implementing and upgrading the existing photography process and guidelines to accommodate the presence of a larger team, ensuring smooth communication and the creation of new software and Photoshop automation to help optimize the process. I found a new studio space, upgraded the equipment, and created new photography stations while ensuring constant smooth running and organization of the studio. I delivered a flourishing diversity of imagery and video curated from start to finish for Social Media platforms, Newsletter and App. Delegating the shooting and retouching of products to junior members allowed me to focus on elevating Cherryz visual identity, by curating more complex and inventive projects, resulting in better engagement from our app and social media audience.

I have created the visual identity for Cherryz from the very beginning of the business, selecting equipment and props to set up a studio, and continuing to upgrade for the company's growing needs. I successfully created a photography process, leading on art direction, styling, shooting, and retouching, while also guaranteeing smooth handovers of product shots and creatives for publishing.