PAULA RILEY
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
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.
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.
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.
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.
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.
DULUTH TRADING CO:
FATHERS DAY GIFT GUIDE
ROLE: Art Director and campaign Team Lead (team of designers, writers, and illustrators).
Cross-channel team collaboration. Credit to Radlund Photography on studio assets, and Guy Porfirio on the illustrations.
OBJECTIVE: At Duluth Trading Co., Fathers Day is the second biggest shopping holiday of the year (only second to Christmas). With a lot on the table, we set out to create a humorous and lovable
kick-off-to-summer campaign to cut through the ad space noise.
DEVELOPED: Website assets, catalog, postcards, retail store signage, emails, social media, motion, and campaign style toolkit.
DULUTH TRADING CO:
HOLIDAY'S
ROLE: Art Director and campaign Team Lead (team of designers, writers, and illustrators). Cross-channel team collaboration. Credit to Radlund Photography on studio assets, and Guy Porfirio on the Super Santa character art.
OBJECTIVE: The time of the year that Duluth Trading really lets loose their "mascot," Super Santa. He's the jolly man we all know, but this version of Santa has a tradesman twist to him. With the main character driving the season, we used him as an overall theme to help balance the numerous events and promos happening at the same time.
DEVELOPED: Catalog, postcards, website assets, retail store signage, emails, social media, motion, and campaign style toolkit.
DULUTH TRADING CO:
ON-BRAND HUMOR
ROLE: Art Director
OBJECTIVE: Duluth Trading Co. is best known for it's quirky humor, especially around a certain guy named Buck...Buck Naked. But we like to bring humor in unique ways to all areas of the company. Sometimes it's in a holiday campaign, sometimes it's to launch a new product, or even as an editorial in the catalog. Because this is an essential ingredient to the brand's secret sauce, we strive to inject it when and where appropriate.
DEVELOPED: Humor shows up in all channels at Duluth Trading.
40GRIT:
AN ODE TO THE TRADES
ROLE: Managing Art Director
OBJECTIVE: 40Grit is a relatively new brand under the Duluth Trading Co. umbrella. What makes 40Grit stand out is the affordable line of products for the up and coming trades people, apprentices, and novice garage-shop enthusiasts. So our approach to 40Grit is to tap into the trades community at a customer level and create engagement both with us and within their own industries. The first season involved auto mechanics, but the Fall Winter 2021 campaign was based around woodworkers who are paving unique paths and inspiring others to tackle their own hands-on projects...grit and all.
DEVELOPED: Website assets, social media, emails, and print: postcards, and catalog.
STUDIO PHOTOGRAPHY:
E-COMM & PRODUCT
ROLE: Art Director. Collaborated with Radlund Photography on all studio assets.
OBJECTIVE: To accurately represent product based on campaign objectives - either focusing on the technical features, fabrications, or style and fit. Representing multiple brands: Duluth Trading Co Men's, Best Made Co, and AKHG (Alaskan Hardgear). Helped to establish and evolve studio brand visuals from lighting to styling and everything in-between.
DEVELOPED: Assets used in all channels, including e-commerce product pages.
CATALOGS
VARIOUS ROLES: Intern, Graphic Designer, and Art Director
OBJECTIVE: Creating seasonal sell books that align with brand and campaigns.
CLIENTS: Duluth Trading Co Men's, Duluth Trading Co Women's, American Girl, and Wick Buildings
