Brand & Content Shoot — Sana Benzaitar, 2022 & 2023
Since February 2022, a creative partnership has blossomed between Studio Sana Benzaitar and Studio Florere, acting as Fractional Creative Director & Social Media Manager, focusing on content strategy, organic social media, and content creation.
During this time, I’ve directed content from the UK to Morocco, assisting Sana in crafting content that consistently echoes her online brand image. I am honoured to be part of the studio's growth, from an initial community of 3,000 followers to a landmark of 10,000 and growing. Sana's studio has truly come into its own identity, with features in esteemed publications such as Architectural Digest, Vogue Italia, Vogue Arabia, iO Donna & Cabana, collaborations with international brands, and design work for influencers. It's been a truly blossoming journey.
In both November 2022, September 2023 & February 2024, I was able to visit Sana’s studio, to learn more about her craft, immerse ourselves in her culture - a very important aspect for Sana’s messaging online - and capture her products in her new studio through our signature Brand & Content Shoots.
Both shoots followed the same format, split over a number of days, where we worked on her product inventory while capturing a range of her collection. Working in-between her client meetings in the studio, I captured the products in different styled settings, artistically directing and coordinating with her studio assistants. While I was there to capture her products & her interacting with them, I also wanted to capture the environment around her to better demonstrate the experience on visiting her studio and the creative energy around her.
Sans’s drive to preserve the rich heritage through her studio is incredibly inspiring. Her reinvention of Moroccan crafts, her giving heart to her community - especially young women - and her desire to empower the female Amazigh artisans she works with is something very special and we are honoured she has shared this with me and allowed me to be apart of her mission.
Moroccan crafts run deeper than visual pleasures. Studios like Sanas, create opportunities for artisans as well as a sense of independence and empowerment. You can buy an industrially and chemically made product, but it would never have touched as many lives or hands throughout it’s journey compared to a Moroccan craft. Each sale provides an income and a sense of empowerment to not only the artisan, but to the community in which they live.
These rugs preserve the stories, ancestral heritage and the very identities of the Amazigh culture. I am truly honoured to be apart of Sana’s mission.
“Joanna’s commitment to my brand is beyond what a client can wish for. She is an artist. She has led the evolution of my brand copy, making people dream through our Instagram page. She has a great sense of aesthetics and has such an eye for design & content. She has done multiple missions for my brand (branding, design, social media and photography) and has not ceased to amaze me with her creativity. She has grasped the core of my work and what I do which is exceptional. She is always available and will go the extra mile in everything she does. I trust her with my brand completely!”
