Scott Bednar

Orchard Valley Harvest

Client: Orchard Valley Harvest
Role: Creative Director, Photographer, Amazon Content Designer
Deliverables: Amazon A+ Brand Content, lifestyle photography, product photography,
page layout

The Brief

Orchard Valley Harvest was launching a new product line requiring a complete
Amazon brand presence from scratch. The challenge: create an A+ content page
that stopped scrollers, communicated product benefits clearly, and drove
conversion—all while adhering to Amazon’s strict content guidelines and
technical specifications.

Strategic Content Planning & Production Strategy

This project required more than Amazon page design—it involved developing a
complete content roadmap for a new product launch across multiple channels.

Cross-Functional Planning Process:

Working with content strategists and media buyers, I led planning sessions to:

1. Map Launch Timeline: Identified critical retail moments (back-to-school
snacking, holiday gifting, New Year’s health resolutions) where new product
messaging could gain traction

2. Develop Content Frameworks: Created concept briefs for each seasonal moment:

  • Back-to-school: On-the-go snacking, lunchbox additions, study fuel
  • Holiday: Gifting, entertaining, healthier party options
  • New Year: Resolution-friendly, protein-focused, portion control
  • General: Desk snacking, hiking/outdoor, family moments

    • 3. Asset Planning: Determined which content concepts could leverage:

  • Existing brand photography (cost-efficient but limited applications)
  • New lifestyle photography (required shoot planning, higher cost, more versatility)
  • Product-only shots (Amazon compliance, lower production needs)

    • 4. Shoot Batch Planning: Organized new photography into efficient shoot days:

  • Day 1: Product stills and packaging variations (controlled studio)
  • Day 2: Lifestyle moments across 4-5 scenarios (location shoot)
  • Captured multiple seasonal applications in single sessions

    • 5. Client Approval Process: Presented content roadmap to Orchard Valley team
    showing how shoot investment would generate 6+ months of multi-channel assets,
    securing buy-in for production budget

    The Result: One 2-day shoot produced:

  • Amazon A+ content page (immediate launch need)
  • 12+ social media content pieces (organic + paid)
  • Digital display ad variations (programmatic deployment)
  • Email marketing assets (ongoing campaigns)
  • Future seasonal content (planned 6 months ahead)

    • This strategic batching approach delivered 300% more content value than
    traditional one-off project production.

    My Role – End-to-End Creative Production

    I led complete creative development:

    Photography Art Direction & Production:

  • Directed and shot all lifestyle photography showing real snacking moments—
    desk breaks, hiking, family time—that felt authentic, not staged
  • Photographed product stills emphasizing texture, freshness, and premium
    ingredients (close-up nut details, packaging clarity)
  • Styled compositions balancing appetizing appeal with informational clarity
  • Managed lighting to work within Amazon’s technical requirements (color
    accuracy, white balance, contrast ratios)

    • Amazon Page Design & Layout:

  • Designed A+ content modules combining imagery, copy, and product information
    in Amazon’s template system
  • Created visual hierarchy ensuring key benefits (protein, no artificial
    ingredients, resealable packaging) had immediate visibility
  • Optimized image sizing and file specifications for fast load times and
    mobile performance
  • Balanced Amazon’s content density requirements with clean, scannable design

    • Collaboration & Iteration:

  • Partnered with content strategy to integrate copy seamlessly with visual flow
  • Presented concepts to client brand team, incorporating feedback efficiently
  • Ensured all content met Amazon’s approval requirements (no health claims,
    proper disclaimers, technical compliance)

    • Outcome

    The final Amazon brand page launched successfully, combining bold product
    photography with clear benefit communication. The integrated approach—where
    photography, layout, and copy worked together rather than competing—created
    a cohesive brand story that drove product consideration and conversion during
    the launch phase.

    Technical Notes

    Amazon A+ content requires specific skills beyond traditional design:

  • Understanding Amazon’s approval process and content restrictions
  • Optimizing for mobile-first shopping behavior (80%+ of views)
  • Designing within platform constraints while maintaining brand quality
  • Balancing information density with visual breathing room