REEL LIFE
Reel Life started on the water in Jacksonville Beach, built for fishermen, boaters, and anyone who spends more time wet than dry. The branding reflects warm, sun soaked, and a little playful, because a day on the water shouldn't feel too serious.
I'm part of the small creative team that runs Reel Life, one of four brands under the same roof. My side of it covers packaging, product tags, and seasonal catalogs, plus most of the digital and print work that carries the brand along the way. Same identity whether someone's picking it up off a shelf or scrolling past it online.
ss27 imagery & catalog
For SS27, Reel Life's imagery was AI generated. Lifestyle shots, product shots, video, were all developed right alongside Outdoor Nation and Soul of Adventure.
Even running through the same process, Reel Life still had to look like itself, warm and sun soaked instead of the grittier feel of the other two. From there, my team and I put both the Men’s and Women’s catalog together, start to finish.
ss26 ecomm launch
Our design team built out the design outlines for Reel Life, then handed them off to a developer. This ran alongside Soul of Adventure and Outdoor Nation at the same time, since all three brands live under the same website.
Once it was built, ownership came in house to me, getting the season's products images created and merchandised on the site. The whole site runs on AI generated imagery, and from there we owned the digital marketing pushing it out, paid ads, email, and social. We also ran an Amazon storefront alongside our in-house DTC site.
tangibles
For Reel Life, my work focused on the club channel. Sam's Club, BJ's, Costco, Walmart, each one needs its own packaging system built around bellybands, jocktags, and hangtags that perform vs just look nice and designed.
I designed the in-house branded hangtag system from the ground up, along with the trim and brand packages that go on every garment.
We printed our SS27 catalogs too, separate men's and women's editions, both laid out start to finish. Everything a customer touches before they even try it on came out of that process.
