JOY M
PETERSON
THE NEIGHBORHOOD
MAGAZINE
SPRING 2022 ISSUE
Full issue located below the spreads.
Overview
In spring 2022, I took on the role of Art Director for a class magazine project inspired by GASP ZINE, leading the creative vision and layout design for our publication, "The Neighborhood." This collaborative endeavor involved five teammates entrusting me with the task. Assisted by Avery Tibbits, I took the main role in meticulously crafting the entire visual experience using InDesign.
The magazine not only showcases my contribution to the overall art direction but also highlights my pivotal role in the creative direction of specific photo shoots like "Cherries Are Vegan" and "Better Together." To explore the full compilation and experience the project's testament to my commitment to artistic direction and collaborative teamwork, click the link below the displayed spreads.
CHERRIES ARE VEGAN
"Cherries Are Vegan" constitutes an editorial photoshoot meticulously orchestrated to showcase a local establishment in Savannah, Georgia – Ms. Polly's Cake Giants. In executing this project, I assumed responsibility for comprehensive styling, overseeing the attire of the models from head to toe, sourcing and providing all requisite props, and efficiently coordinating the team members into their designated roles for the day. This collaborative effort involved the support of skilled creative assistants, namely Avery Tibbets, Caroline Lewis, and Xuanyu Pan.
BETTER TOGETHER
"Better Together" is an editorial fashion photoshoot spotlighting the local thrift store, House of Strut, in Savannah, GA. The primary objective of this shoot was to illustrate that House of Strut offers a diverse array of fashion preferences for a wide range of fashion enthusiasts.
In the execution of this project, I undertook the responsibility of comprehensive styling, ensuring each model was attired from head to toe in their personal aesthetic. Furthermore, I meticulously managed the logistical aspects of location and timing for the shoot for a seamless production. Serving as my creative assistant was the skilled Isabella Truda.
BREATHE WINDOW DISPLAY
FALL 2022
Team: Rita Fortino, Gabe Gutierrez, Cal Hart, Joy Peterson
Overview
I collaborated on a significant five-week project with a dedicated team of three members, creating an impactful window display at my school. Selected from a pool of submissions, our display was featured prominently throughout the quarter. Focused on conveying a message of personal grounding and self-care, our team employed meticulous planning and creative synergy. I contributed to the overall aesthetic while closely working with our teacher to ensure budget-friendly prop purchases, enabling us to manage both visual appeal and practical aspects effectively.
SOCIAL MEDIA CLIENTS
SUMMER 2019 - CURRENT
Overview
Each of my social media clients has unique needs. I focus on creating engaging content and implementing strategies that drive both engagement and brand awareness. By utilizing advanced tools, I closely monitor performance metrics and optimize campaigns with data-driven insights, consistently hitting goals for brand recognition, customer interaction, and in-store sales growth. As the visual identity manager, I oversee both photography and content design, ensuring a seamless and cohesive aesthetic that aligns perfectly with each brand’s image.
202 SOCIAL HOUSE
2019 - 2024
Over the past five years, I managed 202 Social House's social media intermittently. I started before college, took a break during my time at the Savannah College of Art and Design, and returned after graduation. However, when I delegated social media management during my absence, there was a noticeable decline in responsiveness and content quality, as reflected below.
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In my previous role at 202, I aligned with the owners' brand image, catering to a diverse audience with three bars and lunch/dinner services. The challenge was maintaining a family-friendly atmosphere while also attracting sports enthusiasts and a younger crowd. 202 Social House aimed to be a social hub for various patrons.
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Notably, 202 prioritized organic growth, avoiding paid posts—a unique strategy strongly supported by the local community, which highlighted the strong bond we had with our patrons.
BEFORE
AFTER
The photography exhibits issues such as blurriness, excessive saturation in filter hues, and lacks personalized graphics.
Posts are more frequent, featuring a well-balanced mix of current events. All photography is clear, editing enhances the photos, and all graphics are personalized.
BEFORE
AFTER
This before slideshow showcases photography posted on 202's social media when it was managed in my absence. Observe the issues in the photography, including blurriness, excessive saturation in filter hues, poor cropping, and the absence of professional backgrounds.
In the after slideshow, observe that all the photography is clear. Editing and cropping techniques are employed to enhance the photos, and professional backgrounds within and around the restaurant contribute to an improved brand image. Photography and editing by Joy M. Peterson.
BEFORE
Note that the before slideshow highlights improper cropping, unpersonalized graphics, and blurry images.
Note that the graphics in the after content were designed to highlight events while maintaining the branding with 202's name, providing clarity, and incorporating engaging visuals.
AFTER
OTH CHOPHOUSE AND
OYSTER BAR
SUMMER 2023 - SPRING 2024
Opened in Summer 2023, OTH Chophouse and Oyster Bar is a sister restaurant to 202. Initially, its social media was managed by one of the owner's accountants, but I was quickly delegated those responsibilities.
In contrast to 202, OTH positions itself as a high-end chophouse and oyster bar, catering to clientele willing to spend more per visit. With its stunning city views and luxurious ambiance, OTH adopts a distinctive approach to social media. Posts are less frequent and apply minimal editing to showcase the restaurant's raw and appealing qualities, perfectly aligning with the expectations of their discerning guest.
PHOTOGRAPHY
OTH's Winter Cocktails showcased my dual role in both photography and mixology. I not only captured and edited the images, but I was also the creative force behind crafting and garnishing these cocktails. My visual creativity extended beyond photography to the very essence of the drink creations featured in these photos.
GRAPHICS
FLOYD YOGA JAM
SPRING 2024 - CURRENT
At Floyd Yoga Jam, I craft and execute social media strategies that drive growth in follower count and engagement. My role encompasses managing content scheduling, community engagement, analytics, campaigns, and visual identity across the brand’s social media platforms. By utilizing advanced tools for precise tracking and optimization, I consistently exceed targets for visibility, engagement, and growth. This has garnered positive feedback from the festival managers, attendees, and teachers alike. From strategy development to implementation, I ensure impactful outcomes that enhance overall brand awareness and contribute to increased revenue for the festival.
BEFORE
As seen below, the feed has a casual feel with a mix of blurry photos and graphics that lack a cohesive style and visual theme. Text overlays and graphics vary in design giving the feed a less polished overall look. While it showcases the festival community, it lacks the professional structure and consistent branding needed to convey the festival's identity effectively.
AFTER
As seen below, the after feed is polished and cohesive, with consistent branded graphics, organized event information, and high-quality images. This professional look enhances brand identity, making it easy for followers to engage, find details, and connect with the festival experience. The cohesive style and clarity also help attract new followers, thus strengthening the brand's presence and appealing to a broader audience.
BEFORE
AFTER
The before slideshow presents photography and graphics shared on Floyd Yoga Jam's social media before my start date with the festival. When taking a closer look, issues in the imagery become apparent, such as the blurriness and overly saturated filter hues.
In the after slideshow, we observe a significant improvement in the professionalism of the photos. The overall quality has greatly increased, with clearer content and minimal use of graphic elements, allowing the imagery to speak for itself.
GRAPHICS
Graphic content is strategically incorporated to enhance visual appeal and brand identity. An overview of my final thoughts can be found on the last slide of the slideshow below.
FYJ 2024 STORY HIGHLIGHT
Before I joined Floyd Yoga Jam, one area that needed attention was a professional story highlight that effectively captured and communicated the essence of FYJ to our audience. For the FYJ 2024 festival, I embraced the opportunity to work throughout the entire event, capturing photos and videos that would showcase the authentic spirit and unique experiences FYJ offers. My goal was to create an official FYJ 2024 story highlight that would bring viewers into the heart of the festival.
This highlight provided a day-by-day narrative of the festival experience, showing both the expected and the unexpected, and presenting FYJ through the eyes of the average attendee. By documenting the festival with authenticity and attention to detail, we’ve created an engaging visual story that not only attracts new attendees but also helps them feel connected to what FYJ truly represents. This approach is a key part of our strategy to expand our audience, allowing potential attendees to see themselves as part of this vibrant, growing community as they book their tickets for next year.
METRICS & KPIs
Metrics and KPIs reflect a strong and steady growth, achieved entirely through organic efforts. An overview of my final thoughts can be found on the last slide of the slideshow below.
