The Challenge

Taylor Guitars is the industry standard for acoustic craftsmanship. But a premium physical product requires a premium digital supply chain.

As the brand expanded globally, the "creative chaos" wasn't in the creation of the assets—it was in the distribution. With thousands of SKUs and a global network of dealers, the existing workflow was creating bottlenecks. The challenge was twofold: Elevate the visual storytelling for artist campaigns and product launches, while simultaneously building the pipeline to deliver those assets to the world.

The Solution

I approached this role not just as a photographer, but as a Systems Architect.

The Visuals (The Soul): I directed and executed high-end product photography and artist campaigns (featuring artists like Finneas and Beatie Wolfe), establishing a visual language that balanced heritage with modern precision.

The System (The Spine): Great creative is useless if it sits on a hard drive. I designed and implemented a company-wide Digital Asset Management (DAM) system. I mapped the metadata taxonomy, defined the user permissions, and trained the internal teams.

The Result

* 86% Adoption Rate: Achieved company-wide adoption of the new DAM system within the first quarter.

Global Consistency: Unified the brand voice across North American, European, and Asian markets.

Operational Velocity: Reduced the "time-to-market" for creative assets, allowing marketing teams to launch campaigns in sync with product drops.

The Digital Supply Chain: A visualization of the centralized asset ecosystem I built to connect San Diego HQ with global distributors instantly.