Cask Industries is a subsidiary of Cortland that supplies high-end hardware, tile and fixtures to residential developers. Upon joining Cortland, I was tasked with elevating Cask’s branding, advertising, messaging, photography and catalogs to evoke a more premium Luxury perception of their brand. Employing a dark minimalist aesthetic brought the natural design elegance of the products to the forefront. I re-shot thousands of Cask products over a dark background with dramatic lighting to make them the sole focus, while the clever peep-through windows of the catalog teased audiences with dozens of new textures and patterns of the product line.