2025

Croyds

Croyds is an independent platform that curates and showcases small-format collectible art through digital and print experiences. With a distinct aesthetic rooted in old-world charm and noir-inspired storytelling, it aims to bring niche artwork into the public eye.

I was brought on as a videographer and photographer to develop concepts, shoot, and edit visual content for use across the Croyds website, social media channels, and paid advertising. The goal was to spark curiosity, attract a wider audience, and build a strong visual identity around the brand.

To bring Croyds’ vision to life, I first had to understand the person behind it. I met with Croyds multiple times to dig into his personal philosophy and artistic direction. I had to grasp what an art curator truly does—how they work, promote, and preserve physical art through exhibitions and storytelling.

Each artist and artwork featured by Croyds had a different tone, so the biggest challenge was creating videos that were visually cohesive while still allowing each piece its individuality. I needed to ensure every video felt like part of the same universe—clearly “Croyds”—no matter the subject.

Croyds had a very specific tone: a blend of European grandeur and mid-century noir. We leaned into that hybrid identity using visual cues like gothic or renaissance architecture, vintage décor, heavy oak furniture, and formal styling—think slim suits, gloves, and candlelit atmospheres. These details became subtle storytelling tools.

Despite the richness of the aesthetic, we kept the edits clean and minimal. The videos were designed to let the artwork breathe while allowing Croyds’ persona and curatorial taste to come through clearly and elegantly.

The results spoke for themselves. Sales increased. Customers responded with excitement, often commenting how “Vision was back.” The refreshed brand reignited nostalgia while giving the company a sharper, more recognizable voice. The creative direction I built has since become the foundation for all future design work, with new designers continuing the system I put in place. Vision now has a distinct identity again—one that finally sets it apart.