The former creative director of MoMa New York, Julia Hoffmann left her prestigious post to join vintage e-commerce sales site Etsy.com. And while imagery is a natural priority at museums, it’s less obviously the case for internet sites: that’s why Hoffmann’s first objective was reinforcing the importance of photography in the promotion of products for sale.
With this in mind, Etsy.com organises special workshops to help its “member vendors” better position their products. As Hoffmann often says, “photography tells stories better than words can do.”
Etsy saw immediate results when it decided to focus on improving the quality of members’ photos. The company’s 2013 revenues hit over $1 billion, a success it attributes to its “love-teaching” approach among members, who are taught to photograph their products with passion: among one group of vendors, professional photography increased sales by 139%; and in a second group, passionate vendors who produced their own images saw a sales increase of 202%.
Hoffmann is the Global Creative Director for Etsy. Based in Berlin, she oversees the visual brand internationally across all consumer touch-points. Prior to this, and for the past five years, she served as Creative Director of the Museum of Modern Art in New York. As head of the Advertising and Graphic Design Department, she oversaw brand identity and design for exhibition graphics, advertising, signage, and collateral projects for all of MoMA's exhibitions and programs.
Hoffmann also held senior roles at Pentagram (Senior Designer) and Crispin Porter + Bogusky (Art Director). Born in Frankfurt, Germany, she earned her BFA at New York’s School of Visual Arts, where she was also a faculty member for the last five years.