ART DIRECTION //

creative direction

The In-Between // Editorial Exclusive for Harper’s Bazaar Ecuador

Shot along the coast of Avia in the Peloponnese, The In-Between captures the emotional tension and stillness of high summer through restrained silhouettes, saturated light, and cinematic atmosphere. Inspired by Flaming June painted by Sir Frederic Leighton in 1895.

Photographer + Creative Direction : Erin Tufts Cartier

Production + Video : Chloë Aillud

Model : Vasiliki Gregou with D Model Agency

Photography Assistant : Hazel Houghton

Hair + Make-up : Joanna Domazaki

Retoucher : Oihane Molinero

Logo for Fredericksburg Racquet Center featuring abstract icons of tennis, racquet, and sports equipment in a grid with the center's name underneath.
Collage of people playing tennis and pickleball outdoors and indoors, with some sitting in seats, and a group of people smiling and talking, with words "Warm, Lifelong, Approachable, Colorful, Joy" written on the image.
A color palette infographic showing six different colors with their names, hex codes, RGB codes, and CMYK codes. The colors include Court Green, Charcoal, Cashew, Dusty, Terra, Sage, and Tennis, displayed as circles of varying sizes.

Non-Profit // Creative Direction // Brand Design // Web Design //Merch Design // Visit Website

A pink leather clutch purse, partially open, with gold chain, cash, and rings inside. A glass with an iced beverage, a candle on a tray, and a stack of postcards or photos are on a white table.
A vintage cream-colored rotary telephone on a windowsill with a golden handle. A person is reaching into a teal leather purse placed on a stack of magazines, with book titles visible.
A white purse with black furry sides resting on top of a stack of three books, with a tabby cat with yellow eyes peeking from behind a window and curtains in the background.

Rorin, 2023

I developed the direction and strategy for the handbags without the use of full body models but with the feel like someone is still in the room. Inspired by the day to night of being a woman and where she goes, her bag goes with her.

Photography by LCS Studios

Logo for The Peach Basket, Fredericksburg, Texas, featuring a peach and stylized text.
A collage of images featuring handcrafted and rustic home decor, plants, flowers, a bicycle with a wicker basket, natural textures, and a person carrying a large woven basket outdoors, with keywords emphasizing family, handcrafted, eclectic, quality, and thoughtful design.
A color guide for logo use: three sections showing different color applications. Light hues: logo on light background with full color or black; medium hues: logo on medium background with full, black, or white color; deep hues: logo on dark background with full color or white, all featuring peach and text elements.
Core values text of a company or organization, with the words 'Family,' 'Handcrafted,' 'Eclectic,' 'Quality,' and 'Thoughtfulness,' each followed by descriptive sentences, set against a plain background with partial images of interior decor on the sides.

Brand Design // Creative Direction // Brand Strategy

Oiseau, 2025

Abby Elise is an impressionist artist based in France currently. At the time, she was living in Ohio with the goal of living in the French countryside to continue to paint and bring her floral pieces into the world. The brief was to make Ohio feel like the French country while capturing the softness and breeze of her work through portraiture and still life details. The initial moodboard was light and airy but as we progressed, the story that unfolded had more contrast and more of the pops of color that can be found within her work.

Stylized logo with maze-like design spelling 'Sedalia' and the word 'LUXURY' underneath.
Collage of vintage fashion accessories, trendy models, luxury bags, jewelry, and fashion magazines, with the title 'Brand Vibe' and keywords like vintage, vibrant, attainable, excitement, luxury.
A webpage displaying a brand strategy with core values: authenticity, attainable, inclusive, trustworthy, with images of colorful glasses on the left and text on the right.
A person wearing orange-tinted sunglasses, holding a cigarette in their mouth, with a doodle of a flame on their chin.
Open cardboard box containing luxurious skincare product with a woman’s image on the packaging, decorative black and gold design, and a circular logo inside the box.

Brand Design // Creative Direction

photographer and creative director ERIN TUFTS CARTIER
stylist MEGAN AVERBUCH
talent ASIA WATSON at HELEN WELLS AGENCY
production assistants OIHANE MOLINERO and VAL SMITH
make-up and hair HALLI MARIE

Where the Fields Remember // Editorial for Numero Switzerland

Set against the vast landscapes of the American Midwest, this editorial explores the fragile tension between innocence and unease. Shot on film, the story unfolds through black lace, antique silhouettes, and weathered settings—cornfields, abandoned mansions, and the fading glow of a historic covered bridge—where nostalgia quietly drifts into surrealism. Under the lens and creative direction of Erin Tufts Cartier, fashion becomes folklore: soft yet instinctively wild, wholesome yet haunted. Here, the heartland is transformed into myth, and memory lingers like a presence that never fully lets go.

A digital illustration of a purple flower with green leaves on a dark background.
A graphic design with the words 'CORE VALUES' repeated at the top in large outline font. In the center, there are four bolded words: 'CONNECTION,' 'CALM,' 'INTEGRATION,' and 'POSSIBILITY,' each with a brief description underneath. On the left, a woman is doing a yoga pose in workout clothing, and on the right, there is a branch with leaves.
Group of women attending a yoga class in a spacious studio with large windows, plants, and brick walls. Superimposed text and illustration in the center says 'Bloom Yoga' with a purple flower.
A collage of interior and exterior design elements with greenery, a yoga class, a person holding a yoga mat, and color swatches labeled Keywords: warm, joy, natural, light, welcoming.
A cartoon illustration of a cactus with purple flowers on top.

Brand Design & Illustrations // Creative Direction // Brand Strategy

Rorin, 2022

The brief was to create an editorial shoot for the handbag brand encouraging vibrancy with a polished look. We wanted to avoid an e-commerce feel so we focused on emotions, movement and composition for it to feel more energetic.

photography by LCS Studios, beauty by Melissa Hoyle, styling by Nicole Arflin

Text reading "A FINE LETTERED" and large stylized letters spelling "LETTERED".
Color palette chart with circles labeled Dragonfruit, Smoke, Gold, Mint, Berry, and White, showing their respective color codes, paint details, and descriptions.
A FINE FETE EVENTS
A website homepage for a photography business called "A Fine Fete" featuring a black and white photo of a man and woman, with the man in a tuxedo and the woman in a wedding dress, holding a champagne bottle in a park with the Washington Monument in the background. The page includes colorful text describing the style as fun, nostalgic, bespoke, authentic, eclectic, bold, and lively.

Brand Design // Web Design // Creative Direction // Visit Website

Artist, Hannah Kasper, wanted to capture her art in her studio but wanted it to feel a bit more surreal, like her work. We played with the details around her studio as well as portraiture inspiration from artist, Joan Mitchell.

Logo with a purple rising phoenix and text that reads 'Rise Enlightened' with a yellow circle behind the phoenix's head.
Rise Enlightened Wellness website
Color palette chart featuring five circular swatches labeled Blackberry, Cream, Smoke, Marigold, and Sage, each with corresponding color codes and descriptions.
Collage featuring an urban building with a quote, fire, people holding hands and hiking, motivational signs on a fence, and hands reaching towards the sky, along with a mood board titled 'Mood Board' that includes keywords like 'innovative,' 'somatic,' 'supported,' 'authentic,' and 'inclusive.'
Abstract artwork of swirling orange flames and sparks on a dark background, with a beige circular logo featuring a stylized plant or tree in the center.

Non-profit // Brand Design // Web Design // Creative Direction // Visit Website

Collage of various objects and scenes predominantly featuring green and pink tones, including jewelry, a leopard, a cat with a hat, gemstones, paintings, a green door with word 'AMOUR', a black and white photo of a woman and a cheetah, a green chair, candies, and decorative items.
Page from a branding or marketing document titled 'The Plan'. It includes a section with an image of stacked apples with a measuring tape around them, labeled as '01 The Ideal Client,' describing a woman in her 40s to 60s who loves fashion, travel, and shopping. The second section labeled '02 Tone of Voice' describes a feminine and friendly tone. The third section labeled '03 Customer Experience Strategy' provides bullet points on building client relationships, creating experiences, and focusing on storytelling rather than e-commerce.
Pink stylized leopard illustration with the word 'ladycat' on a black background.
Image of a green LadyCat card placed on sand near a glass sculpture with wooden elements, and a brown box containing thank you notes and a circular LadyCat sticker.

Art Direction // Brand Design // Print Design

A logo featuring a dog's face with a mustache, a hat, and butterfly wings. The letter L on the left wing and the letter A on the right wing.
LA Cigar Collective
Open laptop with a image of a person holding a cigar cutter on its screen, placed on a light wood round table with a black and white book beside it.

Creative Direction // Brand Design // Web Design // Visit Website

An abstract black and white illustration of a robot and geometric shapes.
Close-up of a woman's head with brown hair, hands holding her hair, adorned with multiple gold rings and a diamond ring, with the initials "RB" overlaid on the image.

Brand Design // Linesheets

  • I could not be more impressed with the work done by Erin. She took time to understand not only our work but also our organizational values and it really shows in the work she created for us.

    Cass K. - Rise Enlightened

  • The end result was truly magical, after many design conversations and then to see it all come together in our website to create our footprint for the world to see.

    Thank YOU Erin

    we love you <3— Melissa Hoyle (The Founder of M ai v)

  • ETC gave my company an identity from its infancy. From branding, website imagery, logo creation, SEO, etc- they have given me the much needed support to get my business going so that I can focus on what I need to focus on!

    Kyle S. - LA Cigar Collective

  • Working with Erin and ETC creative studio was such an enjoyable experience. She has a great eye for visual storytelling and was able to bring my vision to life while keeping it very much in line with my personality and aesthetic.

    Fallon B. - Life According to Fallon + Shop Oliver & Grace

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