I'm Alexa - a multidisciplinary creative focused mostly in photography and design with over 10 years of experience in multiple creative fields.
Based in New York City for most of my career, I have worked with architectural and interior design firms, as well as prominent hospitality groups and luxury lifestyle brands across the United States and Germany.
Based in New York City for most of my career, I have worked with architectural and interior design firms, as well as prominent hospitality groups and luxury lifestyle brands across the United States and Germany.
I use my design thinking skills to drive brand growth through compelling content that resonates with target audiences, to develop effective communication strategies through clean and minimalist aesthetics and to solve problems strategically.
I have a strong passion and sensitivity for design that has emerged from my close collaboration with designers and architects, from photographing these subjects and from my educational background.
My understanding of design principles and expertise directing photoshoots in interiors, has helped me deepen my sensitivity to set up images from a compositional perspective, achieving geometrically balanced compositions.
I value research and exploration as part of my creative process. Constantly stimulated by curiosity, I've recently embarked on a passion project focused on furniture design.
In addition to being a visual communicator, touching on aspects such as website design, video shooting, editorial design, and creative copywriting, I am also a business driven person, enjoy connecting with people and building relationships.
Although I'm equipped for a wide range of projects, and by nature a curious person - I'm particularly passionate about Architecture, Design, Art, Sustainability and Technology.
Although I'm equipped for a wide range of projects, and by nature a curious person - I'm particularly passionate about Architecture, Design, Art, Sustainability and Technology.
For more on Photography please visit my website:
PROJECTS
Website Redesign
Interior Marketing Group
https://www.imgnyc.com/
Role: ART DIRECTOR, UX/UI Designer, Photo Editor, Photographer.
cONCEPT: "Revamping the Turn-Key Stay Offerings Website to Boost Revenue and Visibility"
This concept focuses on redesigning the website for Interior Marketing Group's Turn-Key Stay offerings with the aim of increasing revenue and visibility. I conducted research that indicated that clients are not aware of this service, and therefore the proposed solution is to optimise the website's design and user interface to attract more customers towards the Turn-Key Stay offerings.
This strategy seeks to enhance the company's revenue potential by leveraging the potential of this service that has been overlooked.
The revamped website would provide a visually appealing and intuitive experience for visitors to easily explore and understand the Turn-Key Stay service, ultimately leading to an increase in conversions and revenue for the company.
This strategy seeks to enhance the company's revenue potential by leveraging the potential of this service that has been overlooked.
The revamped website would provide a visually appealing and intuitive experience for visitors to easily explore and understand the Turn-Key Stay service, ultimately leading to an increase in conversions and revenue for the company.
After many rounds of proposals, this design was chosen for the website.
Please inquire directly for more on this project.
MOOD BOARD & SKETCHES
After a competitive Analysis I wanted to gather additional visual inspiration, I wanted the website to have more impactful images and a clean and minimalistic design.
The curation of the images for the Project needed to be very detailed, as a Photographer, I wanted to incorporate this skill set as well.
THE RESULTS
VIDEO CREATION
DYALI Interiors NYC
https://dyali.cargo.site/
ROLE:
Video Creation and editing, Art direction.
Video Creation and editing, Art direction.
Concept:
In collaboration with interior designer and architect Rahul Ghera, I worked on conceptualising a video shoot that would capture a typical day at a design studio.
During brainstorming sessions in these studios, designers and architects often have access to a vast array of samples, textures, and materials to evaluate and choose from. Rahul and I wanted to convey this creative process by showcasing the various fabrics, stones, hardware, and objects that inspire the design process at Dyali.
Our goal was to convey the fast-paced and repetitive nature of this process, which informed our choice of music and editing. We aimed to create a video that would immerse the viewer in the experience of being in a design studio, with the sounds and visuals reflecting the energy and momentum of the creative process.
We hope that our video captures the essence of what it's like to be a designer or architect, constantly evaluating and selecting materials to bring their vision to life.
EDITORIAL DESIGN
International Chef's Congress Book 2018
Starchefs
https://www.starchefs.com
Role: ART DIRECTOR, Photo Editor and Photographer
What is the Chefs Congress?
The StarChefs Congress is a three-day industry symposium and trade show in New York City where the world’s most influential and innovative thought leaders present the latest techniques and concepts to over 2,000 of their peers. This is the only event of its kind in the United States.
Attendees witness innovative demonstrations, attend expert panels on relevant industry topics, participate in intimate hands-on technique workshops (across savory, pastry, and bar) and improve their palettes in wine education seminars.
Concept:
As part of the Starchefs team, we collaborated to come up with ideas for the International Chef's Congress Book of 2018.
With the theme "Cooking with Respect," we aimed to create powerful visuals for each of the book's 7 main sessions.
I suggested that we make the book photo-driven, which was a departure from previous years where graphics were the main focus.
To curate the best photography that captured the culinary craft and the theme of "Cooking with Respect," I conducted extensive research using our image and talent database. I sourced photographers from across the United States and selected images that aligned with our vision. When we couldn't find the right images, we produced them ourselves to ensure that they fit our concept.
After much discussion, we decided to go with black and white photography to match the black and yellow color of the book along with colored lines to create a whimsical effect and convey the rapid movement of the culinary industry.
Please Inquire directly for the whole book.
Content Creation
for Ceramic Artist
Rae Garcia
https://www.raegarcia.com/
Role: Content Creation for Social media using Stop motion.
Concept:
In collaboration with Ceramic Artist, Rae Garcia from Brooklyn, using a clean, minimalist aesthetic, we aimed to create a striking contrast between the texture, color, and material of the ceramic object and its lighting and setting. Despite the heaviness of ceramics, we sought to emphasize the object's lightness by playing with the contrast between its weight and the atmosphere created by the lighting and surrounding environment.
VISUAL STORY TELLING
Editorial design & creative writing
As I wandered through the streets of Marrakech, I was captivated by the city's architectural diversity. Intricate geometric patterns adorned the façades of buildings, showing the exquisite craftsmanship that is synonymous with Moroccan design.
The vibrant hues of terracotta, azure, and ochre seemed to shine at its best under the North African sun, creating visual pleasures to my eyes at every corner I would look at.
The narrow alleys of the souks, with their labyrinthine layout, and the lively energy of the markets, made me lose myself at times. I found myself immersed in the persuasive speeches of trader’s exchanges, trying the best of my bargaining and to speak in my limited proficiency of both, French and Arabic, just to reach the price I wanted for tapestry, clothes, jewelry, and honestly whatever came across.
The detailed archways framed the entrance to vibrant souks, where the air was infused with the rich scents of middle Eastern spices; to me every corner revealed a new discovery, from the details of the doorways, long conversations with berbers explaining life at the dessert to the dynamic energy of the souks — a sensory journey through the heart of Marrakech's architectural gems and the vibrant colors of the city.
These photos capture a bit of the essence of a city where every step reveals history, culture, and vitality.
The vibrant hues of terracotta, azure, and ochre seemed to shine at its best under the North African sun, creating visual pleasures to my eyes at every corner I would look at.
The narrow alleys of the souks, with their labyrinthine layout, and the lively energy of the markets, made me lose myself at times. I found myself immersed in the persuasive speeches of trader’s exchanges, trying the best of my bargaining and to speak in my limited proficiency of both, French and Arabic, just to reach the price I wanted for tapestry, clothes, jewelry, and honestly whatever came across.
The detailed archways framed the entrance to vibrant souks, where the air was infused with the rich scents of middle Eastern spices; to me every corner revealed a new discovery, from the details of the doorways, long conversations with berbers explaining life at the dessert to the dynamic energy of the souks — a sensory journey through the heart of Marrakech's architectural gems and the vibrant colors of the city.
These photos capture a bit of the essence of a city where every step reveals history, culture, and vitality.
