When Rogers underwent a leadership overhaul and a sweeping rebrand, it wasn’t just a new logo or tagline—it was a cultural reset. With renewed focus on the employee experience as a vital part of brand perception, we were brought in to help visualize that shift from the inside out.

Our mission: to create a comprehensive, authentic image library that could speak to every corner of the organization. Over several weeks, and in collaboration with a crew of lifestyle photographers, we built Rogers' first internal visual ecosystem—hundreds of lifestyle, editorial, and product shots designed for omni-channel use across in-store, online, and internal comms.

What made it special? The cast was entirely made up of real employees, bringing an undeniable sense of honesty and relatability to the visuals. Spanning three campuses, multiple retail spaces, and off-site locations, the shoot was a true production—but every detail mattered. Lighting, wardrobe, props, even subtle gestures—all were carefully considered to echo the brand’s renewed values: optimism, unity, and momentum.

Through a mix of candid movement, considered cropping, and purposeful composition, we helped articulate a fresh visual narrative—one that didn’t just show what Rogers looks like, but what it feels like to be part of its future.

Role: Designer/Art Director
Scope: Art Direction, Digital/Print Collateral, Retail Design, Photography Direction, On-Set Styling, Casting, Retouching

Creative Director: Keith Jones
Photographer: Sandy Nicholson