Joanna Reagan Ewing




The direction of Urban Outfitters' e-commerce studio relaunch was spearheaded with the goal of elevating the merchandise and re-attracting the brand's core customer.

From redesigning the physical space to updating photographic processes, the studio was transformed from top-to-bottom. The new concept involved a cohesive-yet-flexible system of surfaces, sets, and backdrops allowing photographers to take advantage of the environmental details and natural light unique to the architecture of the space. 

Directors, stylists, and freelance studio talent were able to create freely within this flexible framework while maintaining an efficient workflow. Achieving a unification of editorial and e-commerce marketing assets, the resulting photography contributed to the recognizable look and feel of the brand.

Credits + Thanks

Aileen Bannon, Alexa Quinn, Benjamin Russell, Caro Ramirez, Clint Colbert, Colin Leaman, Devyn Galindo, Doug Weissman, Jon Stars, Manny Dominguez, Michael Persico

Art Directors, Brand Imagery
Christine Thornton, John Murphy, Bobby Whigham
Associate Art Directors, Brand Imagery
Gianna Vadino, Jenna Yakun, Jennifer Edmonson

Studio Director
Aileen Bannon
Lead Stylists
Alexandra Gutierrez, Brittany Asam, Carolyn Doolittle, Kelsi Windmiller, Lauren Blane, Molly Donovan
Lead Post-Production 
Jason Laudeman, Regina Cambria, Taylor Saya

Executive Creative Director, 
Brand Marketing + Imagery 
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date