DULUTH TRADING COMPANY: WOMEN'S REBRAND
Step 1: Find women dedicated to their craft.
Step 2: Tell their stories.
Repeat, as directed.
Seems simple enough, right? However, totally revamping all aspects of copy and creative for Duluth Trading's Women Apparel proved to be a roll-up-the-sleeves type of challenge. Every single consumer touchpoint — product hangtags to retail signage to digital presence — had to be rethought, refined and rewritten. This one might be the toughest, most satisfying, highest-performing project that's ever come my way. Enjoy.
Catalog, Covers
Left to right: Violin Maker Amanda, Boat Captain Shaina, Taro Farmer Lyndsey, Auto Mechanic Stephanie, Head Gardener Emily, Mosaic Artist Anna
Catalog, Anna's Intro Article
Catalog, Emily's Intro Article
Catalog, Stephanie's Intro Article
Digital Content + Social
Video Content, International Women's Day
Video Content, Boat Captain Shaina
Video Content, Taro Farmer Lyndsey
Sample Web Banner and Social Posts.
