Hiya, I'm Abbey Lea
I didn't learn business from the outside.
I built a fashion brand called Sympli from the inside out. Not as a consultant brought in to advise. Not as a photographer hired for a season. As the founder — responsible for the product, the brand identity, the marketing, the culture, and ultimately the exit.
When we sold, the new owners brought me back in to reshape the line and rebuild the entire brand aesthetic and marketing toolkit from scratch. We got it right. They sold again.
"Two exits. Same brand. Different versions of the truth — both of them mine to tell."
That experience is something no course, no agency, and no number of shoots can replicate. I know what a brand looks like from the inside when it's working, and what it feels like when it isn't. I know the difference between imagery that looks beautiful and imagery that actually sells.
Recent Projects
Permission To Love The Chaos
Loulou Lollipop
Real homes. Real mess. Real love. Loulou Lollipop makes beautiful things to withstand the chaos of early childhood. The challenge: product imagery that felt lived-in, not staged. We worked in real homes — morning light, sticky fingers, kids who wouldn't stop moving. That was the point. Warmth over perfection. The crumbs stayed in the shot.
Shot By Abbey Lea
E-comm
Web, social &
editorial use
The City Is The Set
Pacific Centre - Cadillac Fairview
Pacific Centre wanted Spring campaign imagery that felt alive — so we vouched for a street moment. The brief: feature luxury retailers in downtown energy, real movement, colour-saturated joy. Highlighting they key feature of the mall in the middle of the city. We shot on Georgia Street, let the wind and the city do the work, and came back with something that looks like a good day, not an ad.
Shot by Nelson Moullec
bundle wrapping
OOH digital
