AKHG REBRAND | BEST MADE CO: RELAUNCH | BEST MADE CO: SS22 SEASON | DULUTH TRADING CO: NORTHERN TOBOGGAN PARTNERSHIP
DULUTH TRADING CO: ICE AGE TRAIL ALLIANCE PARTNERSHIP | DULUTH TRADING FATHERS DAY GIFT GUIDE | DULUTH TRADING CO: HOLIDAY'S
DULUTH TRADING CO: ON-BRAND HUMOR | 40GRIT: AN ODE TO THE TRADES | STUDIO PHOTOGRAPHY: E-COMM & PRODUCT | CATALOGS

AKHG REBRAND ANCHOR

AKHG REBRAND

ROLE: Managing Art Director (lead team of designers, writers, and freelancers). Cross-channel team collaboration. Credit to Fresh Coast agency on photo/video assets, National Geographic photographer, Corey Arnold, on lifestyle visuals, and Radlund Photography on studio assets.

OBJECTIVE: Rebrand an existing Duluth Trading Co sub-brand, shifting from workwear to an inclusive outdoor recreational co-ed brand.

DEVELOPED: Brand style guide, redesigned website, new Instagram account, social media, emails, video and motion, retail store signage, hang tags/packaging, PR kit swag, and postcards.

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BEST MADE CO:
RELAUNCH

ROLE: Managing Art Director (lead team of designers, writers, and freelancers). Cross-channel team collaboration. Credit to Coldhouse Collective agency on photo/video asset creation producing a collection of documentary-style movies, Fresh Coast on product-focused photo/videos, as well as with Radlund Photography on studio assets.

OBJECTIVE: Best Made Co. is a niche premium lifestyle brand acquired by Duluth Trading in 2020. With an already strong focus on quality products and origin stories, our goal was to soft re-launch
Best Made to its existing fan-base while introducing it to the Duluth customer.

DEVELOPED: Evolution of brand style guide, redesigned website, emails, social media, video and motion.

BMC RELAUNCH

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BMC SS22 SEASON

BEST MADE CO:
SS22 SEASON

ROLE: Managing Art Director (lead team of designers, writers, and freelancers). Cross-channel team collaboration. Continued our partnership with Coldhouse Collective agency on brand story-telling and photo/video asset creation, as well as with Radlund Photography on studio assets.

OBJECTIVE: Using the momentum from our soft launch, we drove deeper story-telling by basing the entire season and collections around a theme: Spirit of the Pacific. Finding locations and human interest stories to feature in both California and Hawaii, we wove the over-arching theme throughout each channel.

DEVELOPED: A conceptually-new website, emails, social media, lifestyle and studio assets, video,
and pop-up shop signage.

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DTC NTC

DULUTH TRADING CO: NORTHERN TOBOGGAN PARTNERSHIP

ROLE: Art Director and campaign Team Lead (team of designers and writers). Cross-channel team collaboration. Credit to Fresh Coast agency on photo/video asset creation.

OBJECTIVE: Evolve the Men's brand from illustration-focused to lifestyle photography and story-driven. Duluth Trading Co. has close ties to the trades and craftsman industries, so for the Fall/Winter 2021 season we partnered with Northern Toboggan Co. Having access to the Harren family business and history made for an aspirational, yet relatable story for our core customer.

DEVELOPED: Website assets, emails, social media, and video.

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DTC IATA

DULUTH TRADING CO:
ICE AGE TRAIL ALLIANCE PARTNERSHIP

ROLE: Art Director and campaign Team Lead (team of designers and writers). Cross-channel team collaboration. Credit to David Nevala on photo/video asset creation.

OBJECTIVE: Duluth Trading Co. prides itself on being involved in the local community, so a partnership with the Ice Age Trail Alliance (IATA) was a natural relationship to invest in for multi-seasonal campaign initiatives. With the perfect mix of hands-on grit and a story based in nature preservation, we featured the dedicated volunteers who maintain over 1,000 miles of outdoor trail - even pitching in ourselves to help haul dirt and manuever rocks alongside them!

DEVELOPED: Website assets, emails, and social media.