Serena Chen.
graphic designer

Visual Campaign: Goorin Bros North Beach

Art Direction
Photoshoot Production
Visual Merchandising


Visual Campaign: Flagship of Goorin Bros. Hat Shop 

Visual Merchandising
Art Direction
Photoshoot Production

Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to grow sales. Both products and services can be displayed to highlight the features and benefits.

Role: Visual Merchandising Manager and Photographer.

As a visual merchandising manager, I create in-store visual displays and implemented window displays to drive effective business results. Working with the Flagship shopkeeper, we contribute to store growth by research and analyze market trends. I also direct and create contents for the social network post from the photo styling process to the shooting execution. 



In-Store Display


Goorin Bros North Beach main room with feature table carrying new Fall 2018 styles.


When The Season Changes

Goorin Bros. has different styles to feature on each month, and the focusing styles will also be changed to different spot in the shop based on the season. For the Winter 2018, the wool styles was changed to the main room.


Photography of Products and Events for Social Media Promotion


Social media is playing a vital role in the digital marketing campaign. It helps to develop the business and reach out customers. A attractive photography can boost the social media campaign.