Art Direction I led art direction for two hardware-focused brand photo shoots — an ambitious effort that helped evolve how Toast approaches brand photography. Historically, Toast relied heavily on candid customer imagery, which limited consistency and storytelling range. These shoots introduced a more intentional, cinematic style, pairing authentic hospitality moments with elevated art direction to better showcase our hardware in action.
Partnering with Smallhands Creative, I oversaw every detail—from concept and casting to wardrobe, prop design, and location styling — using Toast’s legally approved fake restaurant brands to create cohesive, believable hospitality worlds. By designing custom menus, props, and wardrobes that aligned to each brand, and carefully balancing color and composition, we built a versatile 250-image library that celebrates diversity and hospitality while establishing a new visual standard for Toast’s hardware marketing: human, elevated, and distinctly Toast.
Linkedin About Halley (it rhymes with valley) Design leader specializing in global brand systems, complex product ecosystems, and high-visibility launch programs within growth-stage technology organizations. Proven track record building creative infrastructure that accelerates go-to-market execution, enables cross-functional teams to operate independently, and scales with evolving product portfolios while maintaining a high bar for craft and brand consistency.