As Field & Stream moved into it's second season on the floor at Dick's Sporting Goods it faced a large challenge: maintaining a consistent brand identity across all product categories and production channels.
For the 2009 spring and fall seasons, I led the internal team that strengthened the brand equity and product messaging through a more consistent and technical design system. Updates were made to packaging and collateral for over 100 styles as we worked closely with international print vendors to ensure quality and color standards were met. Results were seen in increased sales and brand recognition.
Project Role: Art Direction
For the 2009 spring and fall seasons, I led the internal team that strengthened the brand equity and product messaging through a more consistent and technical design system. Updates were made to packaging and collateral for over 100 styles as we worked closely with international print vendors to ensure quality and color standards were met. Results were seen in increased sales and brand recognition.
Project Role: Art Direction
