Zarbee’s Hero Shots Initiative
Design Strategy · Creative Direction · Visual Systems · Brief & Budget Leadership
A brand-led initiative that introduced true hero-quality CGI renderings to elevate Zarbee’s presence across US print, retail, and digital communications
The Challenge
The Problem I Identified
Zarbee's was relying on standard e-commerce CGI renderings across all consumer touchpoints. While functional, these assets lacked the warmth and emotional quality needed for brand-led storytelling.
They didn't reflect Zarbee's natural, trusted positioning and limited how the brand showed up in print, retail, and digital channels. A strategic gap existed between the brand's promise and its visual expression
Building the Case
I created a strategic pitch for the Head of Brand Development, demonstrating the differences between e-commerce CGI and true hero CGI, and how elevated renders could improve brand perception.
To visualize the opportunity clearly, I partnered with an external agency to produce quick mock-ups that showed the potential transformation and business impact.
The Solution
01. Budget Secured
Following the successful pitch, I secured dedicated funding to move the initiative forward with proper resources and timeline
02. Creative Brief Development
Developed comprehensive documentation outlining visual intent, rendering priorities, material cues, lighting principles, and usage
03. Agency Onboarding
Selected and onboarded the external CGI agency, establishing clear workflows and review processes for collaboration
04. Collaborative Process
Managed multiple rounds of exploration, aligning closely with US Marketing and Design teams to refine standards
05. Standards Established
Created hero-rendering standards that express Zarbee's brand equities with greater clarity, quality, and emotional resonance
DESIGN STRATEGY AND CREATIVE DIRECTION
Visual Intent
Established foundational visual direction that aligned with Zarbee's natural care positioning and emotional brand tone
Rendering Priorities
Defined which product categories and SKUs would benefit most from hero-quality treatment across channels
Lighting Principles
Created guidelines for warm, natural lighting that evoked trust and authenticity in every rendering
Material Cues
Specified texture, reflection, and surface treatments to bring products to life with realistic detail
The Impact
The new hero renderings significantly elevated Zarbee's visual expression across all channels. With refined materiality, improved lighting, and a more intentional sense of craft, the assets strengthened product perception
100%
Portfolio Coverage
New hero renderings created for the US product portfolio
3X
Quality Elevation
Significantly higher visual quality compared to previous e-commerce assets
1
Unified System
Established foundation for consistent hero-rendering standards
BRAND LED NOT E-COMMERCE
Strategic Positioning
The final hero shots were designed specifically for brand communications, not transactional e-commerce. This distinction allowed for emotional storytelling and elevated brand perception across touchpoints
Flagship Assets
These renderings became the flagship product assets for the US market, establishing a new standard of visual quality that teams could leverage across print, retail, and digital campaigns
Cross-Channel Application
Designed with versatility in mind, the assets work seamlessly across diverse formats while maintaining consistent brand expression and premium quality standards
Executional Guidelines
Developed comprehensive documentation to ensure all future product renderings follow the same visual standards
Project Team
Head of Brand Development · US Marketing Team · US Design Team
Collaborators
External CGI Agency