The Process
As Design Manager for Liingo, my work goes beyond coordinating photoshoots—it's about tapping into the core energy of the brand and bringing it to life visually. With Liingo still in the process of discovering its voice, I see my role as one of creative exploration and vision. For a recent shoot, I started by intuitively building moodboards to capture the feeling we wanted to evoke. I chose to collaborate with Paris-based photographer Jake Sorenson, whose eye for detail matched the raw essence we were aiming for.
Together with our art directors, we embarked on a location-scouting journey through Salt Lake City, playing with light and discovering hidden spots that would enhance the narrative. The goal was to find spaces that felt authentic and allowed the shoot to flow seamlessly. The models we selected were chosen not just for their appearance but for their ability to contribute to the vibe we were crafting. It was all about letting the elements—light, space, talent—come together naturally to reflect the soul of the brand.
The Team:
Creative Director: Kaitlyn Taylor
Art Director: Joel Pino, Sid Binks
Photographer: Jake Sorenson
The Moodboard
Posing Guide
Jake's Portfolio
Location-scouting
The Final Images
Park City Gardens Photoshoot
When I first transitioned from 1-800 Contacts to Liingo, the lack of personality on the website was impossible to ignore. The imagery felt outdated and awkward, with lifeless studio shots that didn’t reflect the spirit of the brand. Within my first month as Design Manager, I knew I had to bring energy, personality, and engagement to our visuals to give the site life.
There was a beautiful greenhouse I’d pass every day on my way to work, and I couldn’t help but envision a photoshoot there. The space had a timeless quality, and it felt like the right canvas to bring Liingo’s vision into focus. My team, two art directors and our in-house photographer, and I went out to scout the location. The greenhouse was as stunning in person as I’d imagined, and we knew instantly this was where we’d breathe new life into the brand. Right next to it was a beautiful barn, and that gave us an opportunity to capture variety in one shoot, creating a narrative that could flow naturally between both spaces.
From there, we worked backward, building moodboards that captured the look and feel we wanted, crafting the poses, and selecting the models. What made this shoot special was how we approached it: for the first time, I brought the photographer into the process from the very beginning. That early collaboration, having all hands on deck from the start, created something cohesive, authentic, and entirely aligned with our vision for the brand.
Location Scouting
