While working at SQLI, I was approached by Weston to develop a new look and feel for their social media presence. This wasn’t a full branding project, but since the brand lacked a cohesive visual direction and only had scattered assets, I had the opportunity to build a flexible visual system from the ground up.

The client’s goal was clear: showcase their range of cars through clean, ad-like social media posts. With a large volume of vehicles to feature—and limited visual material to work with—I needed to develop a consistent, reusable template that made the most of what was available.

The original photos weren’t professionally shot, and a new shoot wasn’t possible, so creativity was key. I designed a clean layout with a white space above the cars, offering room for text, logos, and calls to action. As a bonus, it allowed me to cleverly mask background clutter like shipping containers behind the vehicles.

This project happened just as generative Photoshop tools were becoming available, which I used to my advantage. I cut out the cars and gave them a slight overlay effect—adding depth and focus, while giving each post a premium feel despite the raw source material.

The result: a consistent, polished campaign aesthetic that gave Weston’s vehicles the spotlight they deserved, and helped define their digital presence with clarity and confidence.