OUTDOOR NATION
Outdoor Nation is for anyone who goes outside. It's gear that works, doesn't cost a fortune, and doesn't take itself too seriously. Made for hikers, trail runners, campers, etc.
On the product side, I'm designing the apparel itself: reviewing lab dips, going back and forth with suppliers to get the fit and colors right, and helping with assortments/collections.
Design leads the way in this brand, and product features help create a product story, and that identity is carried through everywhere else it shows up: website/ecomm, packaging, digital assets, seasonal catalogs, retailer decks, photoshoots, etc.
ss27 imagery
For SS27, all the imagery was AI-generated. Lifestyle shots, product shots, video, all were done this way. It completely replaced a traditional photoshoot. The same photoshoot standard applied: it still has to look real, and candid. I handled 90% of the image generation, and developed an AI forward workflow. From there, my team and I worked to put the catalog together, start to finish.
ss26 ecomm launch
For the SS26 ecomm launch, our design team built out the design outlines, then handed them off to a developer to bring the site to life. Once it was built, ownership came in-house to me. It involved getting the season's products photographed, presented, and merchandised on the site. The whole site runs on AI-generated imagery, and some of the styles we were developing for SS27 actually showed up here first. From there, my team owned the digital marketing pushing it out — paid ads, email, social, etc.
tangibles
Tangibles is everything that isn't on a screen: hangtags, woven and embroidered labels, trim, the packaging that holds a folded shirt together, PDQ trays and boxes for retail displays, and the catalogs themselves. A lot of it starts on the product side too. Trims and labels get developed alongside the garment itself, sometimes unique to each piece. If you can pick it up and hold it, I worked on it.
ss26 content shoot
For SS26 I ran the production start to finish. I built the day by day shot list and location plan across four days in southern Utah and Nevada, directed the mood boards and shot direction for each stop, and stepped in as a model myself. The final images became the actual SS26 catalog, so this one project covers planning, direction, and production all the way through.
