Creative Direction and Design
Creative Direction and Design
SmartWool had three challenges. First, their brand was feeling less than fresh. Second, they needed to stop educating about wool and start talking about performance. Third, research showed they weren’t connecting with core outdoor athletes. Milepost59 in Seattle delivered a new tagline, brand voice, photography style, and I helped with visual expressions to reinvigorate their brand. Below, a few examples of one visual direction.