Worked with focused team to ready the brand for transition from promo-only to standalone distribution in Target, REI, and more. Comprehensive brand development across print and digital.
REFINING THE BRAND MARK
Full gradients can be difficult to print consistently and create wider visibility challenges on all platforms.
The included typeface presented numerous limitations and licensing complications.
Without variations, visibility across necessary platforms would be significantly reduced.
KEY UPDATES
PRODUCT-DRIVEN DESIGN LANGUAGE
Developed foundational design language inspired by the form and aesthetic of the product.
Intended to evolve seasonally and as the brand matured.
Anchors the visual identity to the core of the business, ensuring alignment even as things change.
SEASONAL CATALOG
The Spring 2023 catalog was the first time the full set of brand updates were integrated into a cohesive document. This provided ample flexibility for our sales team in preparation for wider, nationwide retail availability.
PACKAGING
Packaging strategies were developed to align with brand messages of sustainability and flexibility. Natural and craft materials speak to both of these, while also allowing the product color to feature prominently.
DIGITAL + ECOM ASSETS
As the sole in-house designer, social and digital strategies had to be efficient, above all else. The priority under these conditions was usually simplicity with consistency, creating micro-campaigns that would work within our very tight timelines - and even tighter budgets.
