Photo Art Direction, Design

The Assembly focuses primarily on Instagram as the most effective platform to reach its targeted demographic and audience.
Photography guidelines were established—natural lighting with low saturation, cooler tones and soft contrast—to create a minimal yet elevated brand presence.

Content curation highlighted beverage, food and retail in lifestyle-driven photography. Shot in-house, photography was staged to offer glimpses into the in-store experience and interior design aesthetic. Additional cultural content such as art, architecture or inspirational images were also chosen to further build on brand identity and culture.

All content © 2023 Shi Jun Ng