GOODWILL LOOKBOOKS

My Role/Project Objective

  • Led creative direction and photography for seasonal lookbooks designed to promote secondhand shopping and elevate brand storytelling
  • Partnered with local stylists, models, and creatives to produce 8-10 styled looks per issue, strengthening relationships within Austin's sustainable fashion community
  • Concepted and executed on-location photoshoots across Austin, showcasing thrifted fashion and seasonal home goods
  • Developed multi-format content including styled editorials, flatlays, and social carousels to inspire customer engagement across channels
  • Supported brand awareness and community engagement by positioning Goodwill as a destination for sustainable style and creative expression

Creative Team

Diana Rose Smith (Creative Manager/Photographer)
Abigail Toon (Senior Designer)
Caleb Stafford (Junior Designer)
Sheena Ingle (Copywriter)


Video was displayed at the inaugural In House In Focus In Person conference in Dallas, TX | March 2025


Good Looks 2025


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Spring 2025


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Decades 2025


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Spring 2024


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Winter 2024


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