ETO’s early brand imagery leaned toward the generic—clean, minimal, and polished, but not especially distinctive. Over the past two years, I’ve helped reshape that by building a clearer house style: one rooted in thoughtfully designed interiors, with natural light, and understated realism.

Our shoots moved into real homes, with casting and styling that reflected a slower, more grounded version of luxury; less showroom, more considered domestic life.

Beyond the core campaigns, I also commissioned collaborators (chefs, photographers, and writers) to contribute original stories and photo essays. These helped push the brand’s world towards a tone that felt more editorial than sales. The result was a more confident visual identity: specific, characterful, and own-able within the space.