Creative Commerce Growth for a Human-Centered Brand
Bringing Art, Emotion & Conversion Together
UAF Photo Lab needed a complete transformation of their digital presence.
Their product; handcrafted fine-art prints was exceptional.
But their branding, messaging, and marketing systems weren’t built to scale.
They needed storytelling that captured emotion,
systems that supported conversion, and
clarity in how they spoke to their audience.
I partnered with them to rebuild their brand and create a marketing ecosystem that aligned identity, psychology, and revenue.
+118% increase in organic website sessions
3.2x growth in returning customer rate
+64% increase in average order value
Goals
Develop a visual & verbal identity rooted in emotion, trust, and artistic value
Strengthen brand storytelling to increase perceived value & conversion
Build SEO foundations to attract organic, purchase-ready customers
Improve the customer journey to reduce friction and increase repeat buyers
Create clear product categorization and messaging hierarchy
Design a system that elevated the brand beyond “photography” and into “fine art”
My Role
Brand Identity Strategy
Website Messaging & Hierarchy Redesign
SEO-Driven Copy & Keyword Architecture
Emotional Branding Framework & Storytelling
E-commerce UX Optimization
Email Marketing Structure (flows & content)
Paid Social Ad Testing Playbook
Customer Journey Redesign
What We Did
1. Rebuilt the Brand Identity From the Ground Up
I developed a cohesive brand story rooted in emotion, memory, and meaning. Aligning the brand with the psychology of how people form emotional attachments to photography and art.
2. Created a Messaging System That Increased Trust
We refined how UAF talked about its products shifting from “pretty photos” to art pieces with emotional depth.
This repositioning immediately increased perceived value and customer intent.
3. Optimized the Entire Website for Flow & Conversion
Simplified navigation
Rebuilt collection structure
Reduced friction points
Added microcopy for trust at key drop-off moments
Implemented behavior-based product categorization
4. Implemented Full SEO Architecture
Research-backed keyword strategy
On-page SEO across core categories
EAT-aligned (Expertise, Authoritativeness, Trustworthiness) improvements
Metadata writing & schema alignment
5. Built a Simple, Scalable Marketing System
We created a repeatable, calm content structure that didn’t require burnout or constant posting, raising consistency without increasing workload.
“Anna didn’t just elevate our brand, she helped us understand who we actually are. Our traffic, sales, and returning customers all increased, but more importantly, we finally feel aligned with our identity as an luxury art brand. Working with her was transformative.”
