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

Our shoots moved from studios into real homes, with casting and styling designed to reflect a slower, more grounded version of luxury.

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 driven. The result was a more confident visual identity that was ownable within the category.